Friday 2 December 2016

Dunnes’s 'shop and save' campaign boosts market share

Published 28/10/2015 | 02:30

Market share rises to 23.2pc through bigger-spending shoppers. Photo: Damien Eagers
Market share rises to 23.2pc through bigger-spending shoppers. Photo: Damien Eagers

Dunnes Stores saw the biggest gains in market share among big retailers in the 12 weeks to October 11, boosted by a "shop and save" campaign that rewards bigger-spending customers.

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The value of the Irish grocery market has increased by 2.1pc since last year, the best performance since 2010, boosting a sector where competition has become fierce.

With consumer confidence up and the busy Halloween and Christmas periods now under way, the overall sales increase looks set to continue into year end.

The latest supermarket share figures from Kantar Worldpanel in Ireland are for the 12 weeks ending 11 October, and show a year-on-year growth in sales of 2.1pc across the grocery market.

That is ahead of inflation, meaning consumers are buying more, not just spending more.

Dunnes Stores boosted its market share to 23.2pc. Tesco has retained its staus as the largest supermarket in Ireland, but only just, with 24.5pc of the market. That's down from more than 25pc a year ago and in reality Tesco is now neck and neck with SuperValu's 24.4pc share.

However, the latest industry data shows that third-ranked Dunnes Stores is now making the strongest gains among the big three, outperforming the market to grow sales by 4.7pc, compared to last year. The latest figures mark the 11th successive period of sales growth for Dunnes, according to Kantar's David Berry.

"Dunnes has also focused on price promotions this period, with products on offer accounting for 39pc of all consumer spend in its stores during the past 12 weeks," according to Kantar's research.

Lidl increased sales by 9.8pc compared to the same time last year, ahead of Aldi's 4.5pc gain.

Irish Independent

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