Supervalu topples Tesco as Ireland's biggest grocery retailer
Published 13/04/2015 | 11:33
SuperValu has toppled Tesco as Ireland’s biggest grocery retailer.
The dramatic change on the retail podium brings to an end years of dominance by Tesco in Ireland. It first entered the Irish market in 1997, when it bought the Quinnsworth chain.
New figures this morning from research group Kantar Worldpanel show that SuperValu, which is controlled by the Cork-based Musgrave group, now controls 24.9pc of Ireland’s multi-billion grocery market. That compares to the 24.7pc controlled by Tesco.
Tesco has been battling an accounting scandal in the UK and an intensely competitive environment. In Ireland, the market has also proved hugely challenging for the group, especially as the appeal of German chains Lidl and Aldi grows.
“One of the key rules in driving sales growth is that you need to broaden your appeal to attract new consumers to your brand,” said Kantar director David Berry.
“SuperValu has consistently achieved this with eighteen consecutive periods of footfall growth increasing its shopper numbers by 63,000,” he added. “Undoubtedly one of the key milestones in helping SuperValu move to the top of the pile was the acquisition of the Superquinn business in July 2011. Rebranding the 24 Superquinn stores under the SuperValu banner in February 2014 led to an immediate jump in market share from 20pc to 25.1pc.”