Kantar: SuperValu The Only Multiple In Growth

By Publications Checkout
Kantar: SuperValu The Only Multiple In Growth

Musgrave Group retailer SuperValu is the only multiple in growth, according to the latest figures from Kantar Worldpanel in Ireland, published yesterday for the 12 weeks ending 12 October.

SuperValu currently stands on 24.6% market share, with market leader Tesco remaning just ahead on 25.1% market share.

Georgieann Harrington, Consumer Insight Director at Kantar Worldpanel, explains that while SuperValu’s growth has been moderate, its performance has been consistent. She said, "It continues to perform well through 'top up' shops and smaller convenience trips. The acquisition of Superquinn has given it an improved balance of store locations across the country, with 223 outlets to choose from and a vastly increased presence in Dublin."

However, the discounters Aldi and Lidl also showed strong performances in the same period, reaching a combined market share of 16.5%. According to Harrington, Aldi has successfully attracted more shoppers through its doors and is increasing its share of baskets between €50 and €100, "as consumers pick up a wider range of product lines and do their entire weekly shop with the retailer."

Meanwhile, Lidl has seen shoppers increase their average spend by €18 in the 12 weeks to 12 October, while also visiting the store more often. Aldi currently holds a market share of 8.4%, with Lidl holding 8.2%.


Elsewhere, Dunnes Stores has seen a slight reduction in sales of 0.4% after five months of consecutive growth. Harrington says that average spend has fallen by almost €7, which has been a significant factor in its recent performance.

In spite of losing sales, Dunnes has captured a larger share of the market as its main rival Tesco continues to drop back. Harrington said, "Dunnes’ current market share of 22.7% is its highest since February of this year, and it has made moderate gains with shopper numbers, attracting an extra 13,000 shoppers into its stores. Meanwhile its share in the 'big shop' (baskets over €100) is the highest among all retailers, at 37.2%." Similarly to the UK, Tesco Ireland has seen less share loss than in recent months, posting a sales decline of 4.6%. However, Harrington said that "customers are continuing to increase the number of trips they make to Tesco stores, meaning that if the retailer can persuade shoppers to add to their in-store spend, it could be turning a corner in terms of performance."

Grocery inflation stands at 2.4% for the 12 week period ending 12 October 2014, up slightly from 1.6% last period which was one of the lowest levels of inflation seen in almost three years.

© 2014 - Checkout Magazine by Genna Patterson

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