Irish Retail Market

Irish Retail Market
The latest figures from Kantar Worldpanel Ireland show that the Irish Retail Market (Total Grocery) continues to grow, with sales up by 2.4% YoY over the 52 week period to 5th November 2017.  The market is now valued at €10.4bn.

Frozen, Fresh and Chilled are seeing the strongest growth this period.

The market is still experiencing some deflation, but shoppers are purchasing more volume YoY, an increase of 2.4% per household (in the 12 weeks to 5th November).  While frequency has fallen, the amount spent per trip has increased by 1.2% per household.

Tesco was the fastest growing retailer over the 12 weeks, with Lidl growing the second fastest.  Aldi, Lidl and Dunnes show the strongest performance over the full 52 weeks, while symbols continue to see a decline.  Tesco’s strong growth has come from increased frequency of visit, customer spend and number of packs purchased per trip.

Retailer share figures for the 12 week reporting period show Dunnes in the lead position with the retailer now holding a 22.4% market share. Just 0.5% separates the top three retailers in the market with Supervalu at 22% and Tesco at 21.9%. 

Larger trips have also boosted sales for Dunnes, with the average spend per trip increasing to €40.82 (compared with €38.93 for the same period the previous year).  The Dunnes shopper is also the most loyal.  This strong performance is due largely to the retailers “Shop and Save” initiative, with customers encouraged to increase the value of their baskets to get extra money off.
Lidl has grown well ahead of the market at 3.8% this 12 week period, the growth being driven by increased trips and higher prices.  Aldi also put in a strong performance just behind Lidl at 11.5% market share.

In terms of demographics, Tesco over indexes in the Family segment (Pre, Young and Middle) while Supervalu over indexes in the Retired and Older Dependents segment.  Both discounters appeal to the Younger Family segments.