All Channels Experience Double-Digit Growth
Nielsen’s Nicole Farren takes a look at the performance of Ireland’s FMCG brands for the four weeks ending 27 December 2020, compared to the same period in 2019
In the four weeks ending 27 December 2020, 13,888 cases of COVID-19 were confirmed in the Republic of Ireland.
FMCG market sales in the Republic of Ireland reached €1.6 billion during this period, which is up by 15% compared to the same period in 2019. Growth across channels was relatively equal, with multiples up by 15% and convenience up by 14% compared to the same period in 2019.
Take-home alcohol saw the largest sector value growth, compared to the same period last year, with sales up by 37%. Within take home alcohol, the highest growth was seen in beer, which experienced value sales growth of 56% when compared to last year, while wine sales increased by 30%, and spirits was the slowest grower at 28%.
After alcohol, the next highest-growing sector in terms of percentage growth was tobacco, with value sales up by 19% compared to 2019.
Food categories also showed growth, with ambient grocery up by 11%, frozen food up by 10% and fresh food up by 7.6% compared to 2019.
Non-food categories, including health, beauty and baby (+2.7%) and household and pet (+6.7%) showed the slowest growth over the four-week period.
Although usually a key player during the Christmas period, confectionery only grew by 8.4% in this four-week period, compared to 2019.
This meant that confectionery accounted for only 6.7% of total incremental sales in the four weeks ending 27 December, compared to 9.8% of incremental sales in the same period in 2019.
Within confectionery, many Christmas categories experienced decline when compared to 2019, with value sales of Christmas novelty packs down by 19% (unit sales down by 26%), and assortments -0.7% (unit sales flat, compared to 2019).
However, shoppers still indulged over the festive period, with value sales of crisps and snacks up by 18%, and value sales of soft drinks up by 10%.
With Christmas Day falling on a Friday in 2020, compared to a Wednesday in 2019, most shoppers chose to carry out their main Christmas grocery shop in week 52 (w/e 27 December), while 2019 Christmas sales were somewhat split between week 51 and week 52.
This resulted in the w/e 20 December 2020 seeing a relatively subdued year-on-year weekly growth of just 5%, while year-on-year growth for the week ending 27 December soared to 32%.
© 2021 Checkout – your source for the latest Irish retail news. Article by Nicole Farren. Click sign up to subscribe to Checkout.