Grocery market continues to grow despite price decreases

Grocery Market shares

Supervalu remains in first place for the 8th consecutive period with a market share of 22.1% according to the latest figures from Kantar Worldpanel. The grocery chain has managed to increase its sales by 0.2% over the past quarter.

Tesco had a 21.9% market share in the 12 weeks up to 16 July, 0.4% point lead over Dunnes Stores in third place. Value sales at Tesco increased by 2.0% during the past quarter as consumers made one extra visit on average to the retailer, and continued to buy more each time they shopped.

Despite seeing a drop in shopper numbers again this quarter, Dunnes Stores continued its strong sales growth, up 3.0%. Dunnes shoppers spent 8% more – €36.80 on average – with the grocer during the latest quarter, and also visited the retailer slightly more often on average than this time last year.

Discounters Lidl and Aldi have also enjoyed strong performances over the past 12 weeks and both saw significant growth. Lidl’s growth accelerated to 3.8% while at the same time Aldi boosted sales by 3.7%. Both retailers have managed to increase their share of the grocery market share.  Lidl’s market share now stands at 12.1% with Aldi close behind holding 11.4%. The discounters’ success comes on the back of increased store visits by customers in the most recent Lidl and Aldi have both benefited from shoppers visiting their stores more regularly over the most recent quarter.

The grocery market as a whole has seen noticeable growth, despite price deflation. The prices of groceries has decreased over the last few months, causing shoppers to add more items to their basket. Supermarket grocery prices fell by 0.5% in the 12 weeks to 16 July, while the value of the sector rose by 2% to €2.34 billion – €45m higher than for the same period last year.

Cora Campbell, consumer insight director at Kantar Worldpanel, explains: “Despite a decline in the average price per pack, the market has continued to grow. In response to lower prices, shoppers have been putting more items into their baskets, which has kept market performance on an upward trajectory. Shoppers continue to favour retailers’ own brands, with sales growing by 3.7% and accounting for 55% of total grocery spending over the past 12 weeks.”