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SuperValu is getting very close to dethroning Tesco as Ireland's supermarket leader

But the biggest gains are still coming from German imports Aldi and Lidl.
Oct 28th 2014, 3:00 PM 20,210 55

SUPERVALU HAS EDGED closer to taking the mantle as Irish shoppers’ favourite supermarket as troubled UK giant Tesco posted its smallest share of the market for years.

But easily the biggest sales gains continue to come from German imports Aldi and Lidl, which both posted double-digit increases when compared to last years’ figures.

Over the 12 weeks to early October, SuperValu was the only chain other than the two major discounters to record any increase in its grocery sales compared to the same time last year, according to the latest figures from Kantar Worldpanel Ireland.

Kantar’s Georgieann Harrington said SuperValu’s growth was moderate but consistent and its buyout of the Superquinn chain had given its “an improved balance of store locations across the country … and a vastly increased presence in Dublin”.

The big discounters have been winning the battle to get more customers through their doors with Aldi particularly successful at enticing more people to do large shops in its outlets.

Its share of the market for baskets worth between €50 and €100 has been going up, while the average Lidl customer’s spending also increased – up €18 over the same period.

Tesco has been having a bad year

Meanwhile, Tesco’s slice of the total Irish grocery market dropped to 25.1% – down from 28.6% two years ago and 26.5% for the same time in 2013.

Kantar1 Source: Kantar Worldpanel Ireland

That brings what was once the clear market leader in Ireland within striking distance of SuperValu, which has increased its share from 19.7% to 24.6% since October 2012.

Tesco’s shrinking sales figures in the republic have been even more severe than its poor performance at home in the UK, where its share price has plunged more than 50% during a horror 12 months for the retail giant.

READ: Aldi scores massive sales boost as supermarkets declare all-out ad war >

READ: Tesco’s position as top Irish supermarket choice is looking increasingly shaky >

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Peter Bodkin


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