Business Irish

Saturday 3 December 2016

SuperValu is top supermarket retailer, elbows Tesco from top slot

Published 23/11/2015 | 11:23

supervalu
supervalu

SuperValu is Ireland’s biggest grocery retailer again, elbowing Tesco from the coveted top spot.

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New data this morning from research group Kantar Worldpanel shows that SuperValu, the brand owned by Cork-based Musgrave, had a 24.6pc share of Ireland’s multi-billion euro grocery market during the 12 weeks to November 8.

Tesco had 24.1pc. SuperValu had clinched the pole position earlier this year, making it the first time in over 10 years that Tesco hadn’t been Ireland’s biggest grocery retailer. But Tesco had quickly recovered the number one position, holding it until this month.

But the see-saw movement between the pair is likely to continue, especially with a huge push by retailers over Christmas to lure customers.

The value of SuperValu’s sales in the most recent period rose 2.5pc, while Tesco’s slipped 0.7pc.

“This is the strongest growth rate recorded by SuperValu since August 2013, which the retailer has achieved by encouraging more repeat shopping trips,” according to Kantar director David Berry. “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.”

Dunnes Stores remains the third-biggest retailer, with a 23.7pc share. The value of its sales rose 3.3pc in the latest period.

“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,” added Mr Berry.

German chains Aldi and Lidl also continue to surge. The value of Lidl’s sales jumped 11.2pc in the period, to give it an 8.7pc share of the market. At Aldi, the value of sales rose 3.6pc to give it an 8.5pc share.

Lidl has recruited more than 40,000 new shoppers this year, according to Kantar.

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