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Grocery Market Share Ireland - Grocery market flatlines



Grocery Market Share Ireland - Grocery market flatlines

The latest grocery market figures from Kantar Worldpanel in Ireland, published today for the 12 weeks ending 7 August 2011, show flat market performance as shoppers make further cuts to their spending.

The latest data shows that the grocery market growth rate is now at 0.0%, when compared to the same period last year, with no value growth in the market for the first time in 12 months despite continued price increases. Shoppers are now paying 4.4% more for general groceries compared to last year, with ambient groceries increasing in price by over 9%.

David Berry, Commercial Director at Kantar Worldpanel, explains: “Shoppers have tried to offset the price rises by seeking out more value products and sticking to tighter budgets this month. As a result we have seen more trading down to discount outlets and increased sales of cheaper products.

“Two areas benefitting from this are retailer own brand labels and the discounters. Sales of own brand products have increased by 6%, while branded goods have fallen in value by 3%. While the discounters have posted an even stronger performance this month, with respective sales growth of 25% and 6% for Aldi and Lidl, pushing their combined market share up to 10.7%.”

Elsewhere, Tesco continued to cement its position in the market with sales growth of 1.7%, increasing its share of the market by half a point to 27.9%. Tesco’s lead in the market over second placed Dunnes Stores now stretches to more than five percentage points, the largest gap ever posted.

An update on inflation

Grocery inflation is at 4.4% for the 12 week ending period 7 August 2011, up from 3.9% 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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