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SuperValu Takes Grocery Market Leadership Position

The latest supermarket share figures from Kantar Worldpanel have shown that the Irish grocery market now has a new market leader, SuperValu.

The data for the 12 weeks ending 29 March, released today puts SuperValu on 24.9% market share, ahead of Tesco, on 24.7% market share.

David Berry, Director at Kantar Worldpanel, explains: “One of the key rules in driving sales growth is that you need to broaden your appeal to attract new consumers to your brand. SuperValu has consistently achieved this with eighteen consecutive periods of footfall growth increasing its shopper numbers by 63,000. Undoubtedly one of the key milestones in helping SuperValu move to the top of the pile was the acquisition of the Superquinn business in July 2011.

"More importantly, SuperValu’s performance within Dublin improved dramatically, as its market share more than doubled from 9.5% to 22.2% today.” Dunnes has continued to enjoy healthy growth, with a 4.9% sales increase improving its market share to 22.7%. According to Kantar, this can be linked to the retailer’s ‘Shop and Save’ voucher campaign which incentivised shoppers to spend more on each visit.

The performance of both Aldi and Lidl remains strong, with sales growth of 11.1% and 9.7% respectively.

© 2015 - Checkout Magazine by Stephen Wynne-Jones

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