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Grocery Market Share Ireland - Dunnes Stores Return To Growth



Grocery Market Share Ireland - Dunnes Stores Return To Growth

The latest grocery market figures from Kantar Worldpanel in Ireland, published today for the 12 weeks ending 15 May 2011, show Dunnes Stores has increased its market share for the first time since August 2009.

Dunnes Stores has posted sales growth of 1.4% and increased its market share from 23.6% last year to 23.7% for the same period this year, following 21 months of stagnation.

David Berry, Commercial Director at Kantar Worldpanel Ireland explains: “The return to share growth for Dunnes Stores has been fuelled by strong sales in traditional areas such as frozen food, household cleaning, biscuits and confectionery. By using the strong presence of leading brands in these areas the retailer has been able to drive sales.

“Dunnes Stores has also benefited from a dedicated customer base. Over this period it has regained its position as the retailer with the most loyal shoppers, demonstrating the importance of returning customers in this market.”

With value at the top of the shopper’s agenda, Aldi and Lidl continued to be the main beneficiaries of growth during this period. Both retailers posted record share performances, powering ahead with double digit value sales growth of 27.7% and 10.6% respectively. Aldi increased its share from 3.4% last year to 4.3% and Lidl built on last year’s 5.6% share to achieve 6.1% of the market.

Elsewhere, Tesco grew slightly ahead of the market and posted an increase in market share from 27.1% last year to 27.3% for this period. SuperValu continued to perform slightly behind the market this month, dropping market share from 20.0% last year to 19.6% for the same period this year.

Growing speculation about the future ownership of Superquinn has done little to halt its sales decline, with a loss of market share from 6.8% last year to 6.2% this year.

An update on inflation

Grocery inflation is at 4.9% for the 12 week ending period 15 May 2011, down from 5.4% in the previous period.

*This figure is based on over 75,000 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.

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