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SuperValu retakes top spot in Ireland's supermarket wars

Tesco’s share of the market went down as there were gains for Aldi and Lidl.

Image: Brian Lawless PA Archive/PA Images

SUPERVALU HAS REGAINED top spot as Ireland’s most popular supermarket, with the trend of consistent lower prices on goods set to stay according to Kantar Worldpanel.

Dunnes Stores is back in second, but its sales took a big jump compared to the same period of last year.

Tesco is going in the opposite direction, however, with Lidl and Aldi maintaining the same share of the market despite increasing their sales compared to the same period last year.

Here’s how the top five are faring in terms of market share, for the 12 weeks to 23 April 2017:

  • SuperValu – 22.8%
  • Dunnes Stores – 22.1%
  • Tesco – 21.6%
  • Lidl – 11.3%
  • Aldi – 11%

Of these, only SuperValu managed to increase the number of people entering its stores, according to Kantar, with 8,000 more visiting it over a 12-week period compared to the same time last year.

Dunnes Stores enjoyed a sales increase of 5.1% on last year, with people spending more each time they visit the shop. Shoppers spent an average of €40 each time they visited Dunnes, which is almost €17 higher than the average across the supermarkets.

According to Kantar Worldpanel director David Berry, the current trend of consistently lower priced offers is here to stay. He said:

In recent years we have seen a definite shift away from promotional deals towards more consistent, lower prices on everyday items. Just over a quarter of all goods are now bought on promotion… we expect to see this trend stick around.

In the previous survey to the end of January, Dunnes Stores managed to reach the top spot for only the second time.

Kantar Worldpanel Ireland monitors the household grocery purchasing habits of 5,000 demographically representative households in the Republic of Ireland. All data discussed in the above announcement is based on the value of items being bought by these consumers. 

Read: Retail Ireland’s new head wants to convince people that jobs in shops aren’t just for students

Read: Dunnes Stores takes top spot in supermarket rankings for second time

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Sean Murray

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