The latest supermarket share figures from Kantar Worldpanel in Ireland, for the 12 weeks ending 30 September 2012, show that Aldi has posted market share growth of almost 30% – an all-time record for the retailer.

David Berry, commercial director at Kantar Worldpanel, comments: “Aldi has been the star performer for a number of years and this is reflected in its 29.8% growth rate. Its strong performance is down to a solid combination of new store openings, a strong advertising campaign and a consistent evolution of the goods on offer in store. All of this means that Aldi has firmly established its position as the number five retailer in Ireland with a 6% share of the market and is now closing the gap on Lidl.”

Shoppers are continuing to keep close control over their spending – an austerity trend which has led to the value of the Irish grocery market falling by 0.5%. This is despite a slight increase in the Kantar Worldpanel inflation measure to 2.6%*. This trend is further demonstrated by consumers choosing to shop more often for fewer items.

Tesco and SuperValu have out-performed the market and are beginning to gain some momentum, both achieving higher growth rates than last month. Lidl has seen a moderate growth of 0.1 percentage points to 6.6%, although its 1% growth rate is the lowest it has posted this year.

David Berry continues: “While the grocery market as a whole remains subdued, there are still some areas that are performing well. Sales of alcohol at the grocers have grown by 8% this quarter, showing that staying in and have a drink is an increasingly popular choice for those of us who are on a budget.”

An update on inflation

Grocery inflation stands at 2.6%* for the 12 week period ending 30 September 2012, up from 2.3% in the previous period but significantly below the 4.4% seen in August 2011.

*This figure is based on over 30,000 identical products compared year-on-year in the proportions purchased by Irish shoppers and therefore represents the most authoritative figure currently available. It is a ‘pure’ inflation measure in that shopping behaviour is held constant between the two comparison periods – shoppers are likely to achieve a lower personal inflation rate if they trade down or seek out more offers.

 

Read the previous report here.

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