Musgrave Group-owned SuperValu strengthens market lead according to Kantar Worldpanel

The Musgrave Group-owned SuperValu chain has strengthened its position in the supermarket sector, new figures show.

Data for the 12 weeks to December 6 was published yesterday by consumer insights agency Kantar Worldpanel.

They show the company now holds a 24.7% share of the market, 0.6% ahead of second-placed Tesco.

It is the second consecutive 12-week period in which SuperValu has led.

Furthermore, the last two periods have shown over-the-counter sales growth of 2.5% and 3.7%, for the brand.

SuperValu’s managing director Martin Kelleher said growth has been based on its sourcing of Irish goods and its in-store offerings, adding that management aims to build on its market leading position.

“It hasn’t been all plain sailing for SuperValu,” said Kantar director David Berry.

“Over the past six months the retailer has seen falling shopper numbers, but in the past 12 weeks it has managed to get that issue under control,” he said.

Elsewhere, Tesco saw till sales drop 1.6% in the latest quarter, but market share remained unchanged at 24.1%.

While its sales value has dipped, Tesco has seen growth in the number of items shoppers are buying in its stores.

The value reduction is linked to these items being sold at a lower price than last year.

Dunnes continued its strong showing this year — it has seen non-stop sales growth for the whole of 2015 — with a 3.6% sales rise and market share reaching 23.8%.

The German discounters also continued their growth.

Aldi has a 2.6% sales growth, during the latest 12-week period while Lidl increased sales by nearly 11%.

On a combined basis, the discounters now control just shy of 17% of the grocery market. Lidl is showing the best sales growth in the market at present, on a quarterly basis.

“Dublin has proved a particularly strong region for Lidl, with shopper numbers in the nation’s capital increasing by 10% this quarter,” said Mr Berry

He said all players are in line for a bumper season.

“While the big Christmas shop has yet to take place, there are signs that shoppers may have begun their preparations for the festive season earlier this year.

“Confectionery, crisps and snacks have all seen double digit growth in shopper spend when compared with last year, helping to increase overall grocery sales by 2.5%.

“Such strong growth is an early indicator that Ireland’s retailers could be in for a bumper Christmas and we’re sure to see grocers competing eagerly for the biggest slice of festive sales,” he said.