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Aldi and Lidl continue to gain ground in Ireland

30/09/2014

The latest supermarket share figures from Kantar Worldpanel in Ireland, published today for the 12 weeks ending 14 September; show that both Aldi and Lidl are continuing to post impressive performances, with sales up by 15.1% and 12.3% respectively over the past year.

David Berry, commercial director at Kantar Worldpanel, explains: “Aldi and Lidl have both enjoyed record levels of market share over recent months and this strong performance has continued thanks to increased footfall over the past 12 weeks. Lidl has attracted 41,000 new shoppers this quarter as shoppers were enticed by back to school offers. Meanwhile, Aldi’s sales have been boosted as more shoppers chose to visit the retailer for their main grocery shop, with customers increasing their spend by €1.20.

“Dunnes has posted the strongest results among the larger grocers, enjoying increased sales for the fifth successive month. A rise in the number of round euro priced branded goods on sale has drawn customers into its stores, contributing an additional €15 million in sales for the retailer. Some 37% of branded goods sold in Dunnes are now on sale at a clear round euro price point, compared with just 32% last year.”

SuperValu has attracted an extra 40,000 households through its doors this year, boosted by its own brand offering. The trade-off is that reduced customer spend in store has meant a slight dip in sales for the retailer compared with last year. On average SuperValu customers have reduced their spending by €16 over the past 12 weeks by choosing more own brand products.

Elsewhere, Tesco remains Ireland’s number one grocery retailer despite a dip in market share from 26.7% to 25.2% year on year. Shoppers are continuing to choose Tesco, upping the number of trips they make to the leading grocer. The challenge for Tesco lies in making sure its customers maintain their in-store spend, which has decreased by almost €2 on average over the past year.

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