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A quarter of Irish spending on groceries is now with SuperValu

Following the rebranding of Superquinn, the retailer now has a 25.3 per cent market share.

Image: Doing a bitta shopping. via Shutterstock

MORE THAN 25 per cent of shoppers spend on groceries in Ireland is now with SuperValu, new figures show.

However, the overall grocery market has declined for the fifth month in a row in its weakest performance since September 2011.

The latest report from Kantar Worldpanel show that after the retailer brought all Superquinn stores under the SuperValu brand, it falls just 1.1 per cent behind Tesco in its market share.

“Its sales have remained broadly in line with the market, which shows that it has been able to retain its market share while acquiring assets,” Commercial Director at Kantar David Berry said.

Now, the main challenge for SuperValu is to convince previously loyal Superquinn shoppers of the merits of the SuperValu brand, and ultimately hold onto their custom.

Tesco and Dunnes both saw their market share decline, while Aldi and Lidl increased their share by 1.4 and 0.8 per cent respectively.

“Over the past three years Aldi and Lidl have captured a combined 3.8 share points from the competition, and have grown sales by 37% “in an overall grocery market which has grown by just 1%,” David Berry added.

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Last month: Tesco on the slide, as Aldi & Lidl gain again in the grocery market >

More: So long, farewell: Superquinn becomes SuperValu >

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Nicky Ryan

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