SuperValu takes the top spot as Ireland’s fastest growing retailer
SuperValu, saw sales rise by 32.7 per cent over the last 12 weeks earning it the largest market share for the second month in a row.
The brand’s locally-focused store estate welcomed an additional 64,000 additional shoppers through its doors in the 12 weeks to May 17, 2020.
Growing by 23.7 per cent over the same period, Tesco recorded the second highest market share as its larger store formats allowed the retailer to capitalise on the increase in trolley shops.
“The jump in grocery sales over the most recent three-months in large part reflects the fact that it includes both the pre-lockdown surge in shopper spend and the eight weeks of stay-at-home advice from Government, bringing almost all meals into the home,” said Emer Healy, retail analyst at Kantar.
“While the growth of take-home grocery sales is strong, the overall picture for some supermarkets will be less positive as these gains are offset by falling spend on on-the-go meals, drinks and snacks.
“We’ve seen shoppers limiting their time spent out of home by making fewer, larger trips at local stores, visiting grocers two fewer times over the past 12 weeks than they did in this period last year.”
Lidl benefited from its Dublin stronghold to boost sales by 30.5 per cent and held its market share at 12.0 per cent, while Aldi performed strongest in the south of the country, growing overall sales by 20.8 per cent to hold an 11.7 per cent share.
Dunnes also gained from shoppers spending an extra €10.39 per trip compared with last year. Although, the Irish brand lost market share due to Dunnes not having a direct online grocery offer.
Lockdown has continued to drive up online grocery shopping – and sales through digital platforms increased by 76% year-on-year.
“15 per cent of Irish households received at least one online delivery over the latest 12 weeks – a significant increase from 9 per cent last year,” Emer continued.
“This sudden surge in demand meant that the retailers had to act quickly to increase their online capacity, and have been rightly praised for extending their services to those who need them most. That includes reaching groups who are more vulnerable in the current crisis, with an additional 26,000 retired households ordering an online delivery over the 12 weeks to 17 May and over 65s spending an extra €8.9m online.”
Shoppers aren’t limiting themselves to food and drink essentials and it seems that some are preparing to look their best as lockdown eases.
“With hair salons closed, shoppers took matters into their own hands and sales of haircare products and hair colourants were up 25 per cent and 73 per cent as they prepared to see friends and family in phase two of the lockdown following the loosening of restrictions on 18 May.”
Despite the circumstances, people have sought to buoy spirits and enjoy themselves in the sunny spring weather.
“Friday 1 May, the day before the early May bank holiday weekend, was worth €52.8 million as consumers prepared for a weekend of sunshine. The holiday, coupled with a month of warm temperatures, meant that alcohol sales grew by a staggering 93% over the latest four weeks. It seems many of us enjoyed the barbecue weather as shoppers spent an additional €3.8 million on sausages and burgers. Ice cream sales were worth an extra €5.9 million.”