Tesco Ireland has overtaken Dunnes Stores as the leading supermarket, based on market share, in the most recent measured period, according to Kantar.
The latest data from the market researcher found that Tesco held 23.3% of the market – up by 8.6%, year on year – while Dunnes Stores held 23.2% of the market share.
Tesco’s growth stems mainly from more frequent trips, contributing an additional €36.3 million to its overall performance, year on year.
Dunnes Stores experienced growth of 8.3%, year on year – up, mainly, from more frequent trips, contributing an additional €43.2 million to its overall performance.
Though by a small margin, Dunnes Stores has held the top position almost consistently since 2022.
SuperValu holds 20.2% of the market, with growth of 2.4%, with its shoppers making the most trips in store, compared to all the other retailers, with an average of 21.9 trips per year.
Lidl Ireland holds a 13.8% share, with year-on-year growth of 5.4%, as more frequent trips contributed €35.2 million to its overall performance.
Aldi Ireland holds a 12% market share, growing by 0.6%, year on year. More frequent trips contributed an additional €6.9 million to its overall performance.
Online sales went up by 11.5%, year on year, with shoppers spending an additional €18.9 million on the platform. A boost in frequency and new shoppers saw an additional €14.4 million spent online.
Olympics
Take-home grocery sales increased by 7% in the four weeks to 4 August 2024, helped by thrilling weeks of July sport, including the build-up to the Paris Olympics and the All-Ireland finals.
As a result, shopping frequency rose by 4.7%, along with an increase in average prices of 2.9%.
The latest 12-week period to 4 August saw another small rise in grocery inflation levels after 15 months of consistent decline, and it now sits at 2.8%.
However, this is still the lowest inflation level since March 2022, and down by a massive 9.7%, compared to August 2023.
The business development director at Kantar, Emer Healy, commented on the impact of Olympic cheer on consumer spending.
Healy said, “Despite ongoing financial pressures on consumers, this month gave us a reason to celebrate.
“While we enjoyed some long-awaited good weather, we also cheered on our Olympic athletes.
“Bringing home four gold medals and with our best games ever, it gave us a reason to raise a glass or two and enjoy the sporting spectacle, with shoppers spending an additional €8 million on alcohol and €5 million on take-home confectionery and savouries, combined.”
Other Spending
Own-label ranges are also encouraging Irish shoppers into supermarkets, with consumers spending an additional €59.2 million, year on year, on own-label products, helping the market grow by 4%.
Brands, however, grew ahead of the total market – up by 7.7% – with shoppers spending an additional €111 million on branded products versus last year.
Irish shoppers also enjoyed barbecues in the period, spending an additional €367k on sausages, burgers and grills, €254k on ice cream, and €416k on mineral water, compared to the previous month.
Back-to-school shopping also got under way, with lunchbox staples such as cheese, bread and morning goods up by 5.6%, 3.8% and 3.6%, respectively.
Kantar’s Healy said, “Although grocery inflation is lower now, shoppers are still looking for value in the market, and spending on promotions rose by 10.8%, compared to the same time last year, with 24.5% of all value sales going through on promotion.
“Shoppers will always look for the best value and make the most of the wide range of promotions offered by retailers, to help manage household costs.”
Read More: Dunnes Stores And Tesco Hold Top Spots As Inflation Edges Up – Kantar
