Dunnes Stores continued to lead the way, as Irish shoppers saw their biggest spending month since March 2020 in December, Kantar reported today.
The latest grocery data shows that take-home value sales over the four weeks to 29 December increased by 4.4%, to reach nearly €1.4 billion.
This made December 2024 the biggest sales month of the year, despite grocery price inflation increasing by 3.6%.
Shoppers also made more frequent trips to stores, making 23 average trips in the period to collect Christmas essentials – up from the UK’s average of 17 trips.
According to the market researcher, shoppers began the return to branded products, with sales increasing by 5.9%.
Meanwhile, premium own-label lines saw a sharp increase of 10.5%, surpassing the overall growth of own-label products, which stood at 3.2%.
Over the last 12 weeks, shoppers spent nearly €140 million on premium own-label ranges.
Sales on promotion hit a high of 23.8% in December, as shoppers indulged and spent more than usual on festive treats, with beer & cider and pastries & biscuits seeing the highest level of buying on deal.
Online, shoppers spent an additional €28.3 million, increasing sales by 14.7%, year on year.
Market Share
Dunnes Stores continues to lead the way, with 24.8% market share and sales growth of 6.9%, year on year, as a 3.6% increase in shopper trips, along with picking up more packs per trip, contributed a combined €44.3 million to its overall performance.
Tesco Ireland follows, with 24.2% of the market and value growth of 6.4%, year on year, as shoppers increased their trips to the store by 5.1%.
SuperValu holds 20.5% of the market, with growth of 3.2%.
Consumers made the most shopping trips to SuperValu, averaging 23.8 trips over the latest 12 weeks.
The increased number of shopping trips and more items picked up per trip contributed €27.1 million to the Musgrave-owned retailer’s performance.
Lidl Ireland comes next, with a 12.3% share, followed by Aldi Ireland, at 10.6%.
Lidl saw 4.6% growth, while Aldi saw 3.9% growth, compared to last year, with an increase in trips contributing an additional €18.3 million to the latter’s overall performance.
‘Busiest Trading Month’
Speaking about the results, Kantar’s Emer Healy said, “December was the busiest trading month we have seen – not just this year, but since the pre-lockdown rush in March 2020.
“As anticipated, Monday 23 December was the most popular shopping day of the year, with consumers spending €107 million on that one day alone – €11.9 million more than the highest trading day last year.
“In typical festive spirit, many of us looked for ways to treat ourselves, while the retailers in Ireland rolled out their seasonal lines to help us celebrate in style.
“Alcohol took centre stage in this year’s festive shopping carts, with shoppers spending an additional €79 million on alcohol, versus the previous month.
“Champagne and sparkling wine, beer & cider and wine were popular among shoppers, who spent an additional €60.8 million, compared to the previous month.
“Others enjoyed themselves in moderation, with 9% of Irish households purchasing no- and low-alcohol drinks in December, spending an additional €2 million on these products.”
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