Dunnes Stores has retained the number one spot as Ireland’s largest grocery retailer, securing 23.2% of the market, during the 12 weeks to 26 December 2021.
During the 12 weeks, the overall Irish grocery market grew by 10.9% compared with the same period in 2019, though year on year it was down by 5.2%, as people enjoyed more freedom to spend money in restaurants and bars.
'Larger Christmas Celebrations'With household mixing allowed this year, the Irish public geared up for a larger Christmas celebrating with friends and family.
€1.1 billion went through tills during December alone, just 0.6% lower than 2020’s record-breaking figure, and an increase of €141 million compared with 2019, equivalent to an extra €65 per household, the research showed.
Emer Healy, senior retail analyst at Kantar, commented, “More guests meant larger trips to the supermarket for many people in the run up to Christmas.
Shoppers were eager to make up for lost time last year and willing to spend a little more on the big day itself to make it special.
"An extra €3.1 million was spent on Christmas dinner, with whole turkey sales up by €1.9 million as the public splashed out on a show-stopping centrepiece," she said.
Healy noted that not every festive favourite was so fortunate though and sales of Brussels sprouts dipped by 1.4%, with only three-fifths of Irish households taking them home this month.
Sales of other festive foods, including Christmas biscuits, cheese and confectionery, were €10.5 million greater this year than December 2020.
The data indicated that homegrown Irish brands were the order of the day and standouts included Brennans bread and Keogh’s crisps, which saw sales rise by 6.6% and 34.3% respectively.
"People’s desire for a more luxurious Christmas also pushed up premium own label sales to a record-breaking €58 million over December, €604,000 more than in 2020,” she said.
Alcohol SalesOver the latest 12 weeks, year-on-year take-home alcohol sales fell by 22.9%, though they were up by 6.7% compared with Christmas 2019.
Healy highlighted, “Pubs were only open for three of the final twelve weeks of 2020, which resulted in unusually high sales of alcohol at supermarkets and independent shops."
"It was always going to be difficult to match that this year, but the numbers are still positive compared with pre pandemic. No and low alcohol options had an even stronger performance as the value of the market rose by 12.2% over the year," Healy added.
"Young people especially have been buying no and low alcohol products and the sector really has potential to grow this year, particularly as it will be boosted by its exemption from minimum unit pricing and separated stocking rules,” she said.
Cold And Cough Remedies
As the winter months took hold, cold and cough remedies saw significant growth.
Healy continued, “While this Christmas felt more normal than last, it was still very much a pandemic year.
Consumer confidence was high thanks to the vaccine rollout, but shoppers were still wary of rising COVID-19 cases, plus regular colds and flu.
"They spent an additional €1.2 million on cold treatments and €1.4 million on cough liquids in the 12 weeks to 26 December,” she said.
Online Grocery Sales Online grocery sales continued their strong run this period.
Nearly 17% of Irish households purchased groceries digitally over the latest 12 weeks, with sales soaring by 9.3%.
Healy said, “The Irish public has really embraced online shopping and more and more people are trusting delivery services to get what they need. Online is far from reaching its ceiling. We’re still seeing new buyers being converted and those shoppers are buying increasingly bigger baskets too.”
Busiest Shopping DayThe Kantar report showed, that 23 December was the busiest shopping day of the year with people spending a combined €81.6 million on their final shop before Christmas.
Healy said, that despite concerns about supply chain issues and inflation, consumers were confident that retailers would have fully stocked shelves and they left much of their food shopping until the final few days.
"That boosted retailers over the festive trading period and all the major grocers were in year-on-year growth over the four weeks to 26 December,” she concluded.