While Irish consumers shopped less in store (-2.6% year on year), packs per trip grew by 1.3% over the four weeks, as shoppers stocked up for a busy month of celebrations, with St Patrick’s Day and Mother’s Day taking place in March alongside preparations for Easter. 

Trip frequency over the 12 weeks rose by 1.1%, but the volume of packs sold continued to decline (-2.7%), a downward trend observed every month since June 2025. 

Commenting on the latest figures, Emer Healy, Business Development Director at Worldpanel by Numerator, said: “As the conflict in the Middle East continues to influence global fuel prices, attention is increasingly turning to how these pressures will affect household budgets. 

“Grocery inflation remains high, and shoppers may now face additional price increases in the months ahead. Historically, during periods of rapid inflation, shoppers have adapted by making practical changes, such as opting for lower priced alternatives, buying slightly less or seeking out promotions, and we can expect to see shoppers making these changes in the months ahead.” 

With sales on promotion down 16% year on year, shoppers have fewer opportunities to manage costs through deals, contributing to smaller basket sizes overall. 

Emer Healy added: “Our latest Pressure Group analysis reveals that 26% of Irish shoppers now describe themselves as financially struggling.” 

“Understanding how shoppers respond to growing economic pressure will be crucial for Ireland’s retailers over the coming months. While the situation is fast evolving, causing uncertainty for retailers and consumers alike, we’re monitoring the data closely to identify emerging shopper behaviours and provide clear guidance as the situation evolves.” 

Own label gains ground, but brands continue to grow 

The value share of own label products increased over the past 12 weeks, with the category now holding 46.5% of the market, up nearly two percentage points on last month alone, while Irish shoppers have spent nearly an additional €76 million on these ranges year on year. 

Premium own label continues to perform strongly, with spending up nearly 12% year on year, as shoppers continue to look for ways to indulge during the course of the festivities over March. Brands similarly continued to grow in both value (+4.3%) and volume terms, albeit at a slower pace than own label.  

Easter and Mother’s Day fuel festive spending 

More than 12% of Irish households picked up hot cross buns over the month of March, spending an additional €498,000 on the festive treats year on year. Nearly half of Irish household’s also picked up an Easter egg in the run-up to the bank holiday weekend. 

With Easter eggs appearing on shelves earlier each year, shoppers were quick to indulge. Unit sales were up 45% year on year, with nearly half of Irish households buying Easter eggs during the month of March, which is up by more than 11 percentage points versus the same time last year. 

Celebrations extended beyond Easter, with Mother’s Day driving an additional €2.3 million in boxed chocolate sales compared with last year. Combined spending on frozen desserts, ice cream, savoury snacks and alcohol rose by an additional €10.7 million year on year, as shoppers sought to mark the occasion at home. 

By market share, Dunnes maintains the lead with 24.3% value share in the latest 12 weeks up 4.9% in value growth. Dunnes welcomed an influx of new shoppers which contributed an additional €11.5 million to their overall performance.  

Tesco posted strong growth this period, with value sales up by 7.3% and value share reaching 23.6%. The recruitment of new shoppers contributed growth of €38 million to value sales.  

SuperValu’s value share stood at 19.3%, which is up 0.2% in value growth versus last year, with increased packs per trip and new shoppers combining to contribute almost €15 million in value growth. 

Aldi’s holds an 11.1% share up 0.3% in value growth versus last year, with an increase in footfall adding €12.3 million in value sales over the period. 

Lidl grew its market share to 14.3% up from 13.6% in the previous period, an increase of 0.7 percentage points. The retailer posted double-digit growth for the fourth consecutive period, with value growth of 11.7%. Lidl’s growth is driven by an influx of new shoppers to store alongside existing shoppers picking up more volume per trip, this contributed a combined €27.9 million to their overall performance  

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While shoppers made slightly more trips to stores compared to the corresponding period last year, they purchased 1.9% fewer packs year on year, highlighting continued caution among Irish consumers as grocery inflation rose to 6.82%, up from 6.25% over the 12 weeks.

Commenting on the latest figures, Emer Healy, Business Development Director at Worldpanel by Numerator, said: “January is typically the time when shoppers reset their household budgets, and this year was no different. While grocery sales continued to grow, rising inflation meant that value remained front of mind for consumers.

“Our latest pressure group study reveals that more shoppers in Ireland are finding the current economic climate tough, with 31% feeling that they are struggling to make ends meet. This is no surprise: rising grocery inflation means that consumers are increasingly feeling the pinch.”

After grocery spending hit a record high in December, shoppers have looked to rein in costs in January, a trend that would typically boost the share of own label products. Grocery spending and the volume sold on promotion over the latest 12-week period remained at a record low of just 19.6%, suggesting that shoppers are managing their budgets through everyday choices rather than increased promotional purchasing.

Own label products accounted for 43.4% of total grocery spend, up 0.7 percentage points on the previous month, with shoppers spending more than €1.7 billion on own label goods over the latest 12-week period. The strong performance of premium own label goods also continued, with growth standing at 5%, while branded products remained resilient, growing 7.3% and ahead of the total market, which grew at 5.2%.

Shoppers prioritise health after indulgent festive period

In January, Irish shoppers spent an additional €454k on low- and no-alcoholic beverages, amid greater participation in Dry January. Spending on fresh fruit, chilled smoothies, juices and yoghurts was also on the rise, increasing by more than €8.1 million, while healthcare sales increased 6.8% year on year, with consumers ploughing an additional €1.8 million into the category as they stocked up in time for the start of flu season.

Emer Healy added: “As shoppers refocus on health after the indulgence of the festive period and the onset of flu season, we’re seeing growing demand for everyday staples that support their wellbeing goals, such as products rich in protein and fibre. The wettest January in eight years also drove demand for ‘comfort food’ options to be enjoyed at home.

“Rather than following short-term, diet-driven trends, consumers are opting for a more balanced, sustainable approach to healthy eating built around familiar, accessible foods that fit naturally into their daily routines. With more shoppers exploring plant-based choices through Veganuary, meat alternative products experienced an uplift during the period, with shoppers spending an additional €838,000 on meat substitutes versus last year.”

Online grocery outperforms the market

Online grocery sales continued their strong march, rising 7% year on year to take 5.8% value share. Shoppers spent an additional €15 million online, driven by larger trips, with nearly 20% of Irish households purchasing groceries online during the latest 12-week period.

Among the retailers, Dunnes holds 24.8% market share, up on the previous 12-week period and with sales growth of 4.5% year on year. Larger trips and new shopper recruits contributed an additional €29.8 million to its overall performance.

Tesco holds just under a quarter of the market, at 24.4%, with value growth of 6.5% year on year. An influx of new shoppers contributed an additional €27.9 million to the grocer’s overall performance.

SuperValu holds 19.4% market share, with growth of 0.4%. It remains the most frequently visited grocer, averaging 22 trips per shopper, while new shopper recruits over the 12-week period contributed an additional €36.7 million to its overall performance.

Lidl was once again the fastest-growing grocer, up 12.2% and holding 13.2% of the market. Alongside recruiting new shoppers in-store, existing shoppers picked up more volume in store, with both groups combined contributing an additional €29.9 million to overall performance.

Aldi holds 10.4% market share, up 1.7%, driven by an influx of new shoppers who drove an additional €13.8 million in sales.

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