SuperValu regains top spot in Irish grocery market

SuperValu has re-emerged as the leading player in the Irish grocery market, after enjoying its strongest sales quarter for two years.

The Musgrave-owned retailer did, earlier this year, briefly overtake Tesco as market leader.

However, latest data — covering the 12 weeks to November 8 — from leading consumer insights agency, Kantar Worldpanel, show it now has a 0.5% lead over its nearest competitor.

A strong quarter saw it increase over-the-counter sales by 2.5%, year-on-year, which boosted its overall market share to 24.6%.

“The grocery market is, arguably, the most competitive retail sector and the latest figures emphasise this, with the three biggest retailers each within one percentage point of each other’s market share,” said Kantar director, David Berry.

“This is the strongest growth rate recorded by SuperValu since August 2013, which the retailer has achieved by encouraging more repeat shopping trips. The average consumer has visited the retailer on two additional occasions and spent an extra €16 over the past quarter when compared with last year,” he added.

Tesco’s market share now stands at 24.1%; down from 24.8% at the same time last year and from 24.5% in the preceding quarter. After a period of recovering till sales, Tesco saw its sales drop by 0.7% in the last quarter and was the only player not to see growth at the tills. However, Mr Berry said all is not lost for the company.

“Tesco continues to see a positive volume performance, with more items sold this year but at a lower price point, leading to a slight decline in value sales. With the prospect of a boost in consumer spending this Christmas, Tesco’s festive offer is sure to be geared towards regaining the top spot at such a vital time of year.”

Dunnes saw sales rise 3.3% in the last quarter, with its market share amounting to 23.7%. The German discounters’ combined market share is now 17.2%, with Aldi boosting its sales by 3.6%, but Lidl seeing an 11.2% increase at the till.

Lidl was also the only retailer to expand its customer base over the past 12 weeks; recruiting more than 40,000 new shoppers this year to date. Most of Lidl’s growth has come from expansion in the Dublin area.