Own brand marketing campaign a hit as SuperValu increases market share

SuperValu’s marketing campaign of its new, comprehensive “own brand” range of products has garnered market share for the retailer in a grocery market which contracted by 0.5%.

The latest grocery market share figures from Kantar Worldpanel in Ireland for the 12 weeks ending Mar 18 show that the grocery market has slid back into decline following four months of modest sales growth — the sector has fallen in value by 0.5% when compared with the same period last year.

Commercial director at Kantar Worldpanel David Berry said: “Among the major retailers, the most noticeable change this month is a strengthened performance from SuperValu, lifting its share from 19.7% to 20%.