Superquinn outperforms in more positive Irish market

Date : 03 April 2013
A pick-up in market growth, outperformance from Superquinn and a continuing strong showing by Aldi are key features of the latest market share data from Kantar Worldpanel for Ireland, for the 12 weeks to 17 March 2013.

12 weeks to 18 March 2012 (% share) 12 weeks to 17 March 2013 (% share) Sales growth (Y-o-Y %)
Tesco 28.2 27.5 -1.3
Dunnes 22.6 22.6 1.4
SuperValu 19.9 20.0 2.1
Superquinn 5.7 5.7 1.9
Total discounters 11.0 12.6 16.7
Aldi 4.8 6.2 30.7
Lidl 6.2 6.4 5.8
Others 12.6 11.6 -6.6

Source: Kantar Worldpanel


Growth on upward curve despite lower inflation

Year-on-year growth for the latest period was 1.5%, a significant pick up on February's 0.6% and December's 0.3%. This movement is despite a slight drop in inflation to 5.7% from 5.8% in February. That said, volume growth was still negative with shoppers buying fewer items but spending an average of €18.20 more than a year ago.

Superquinn outperforms

The figures include encouraging news for Superquinn which outperformed the market with 1.9% growth. This is the first time the Musgrave owned facia has outperformed since 2007, with higher sales being driven by shoppers buying more items per visit, and fresh and chilled ranges proving particularly popular.

Further rapid growth from the discounters

Once again, the discounters made significant gains in market share, driven by a 16.7% uplift in sales which means they now claim one euro in every eight spent on grocery in Ireland. This growth is being driven by highly impressive trading at Aldi - its sales growth of 30% mirrors its current performance in the UK - and leaves it poised to overtake Lidl in the months ahead.

Progress at Dunnes and Tesco stalls

Elsewhere in the sector, Dunnes' growth has fallen back to 1.4% from a January peak of 4.6% though shoppers are buying more items each time they visit. For Tesco, this month's 1.3% sales decline marks the third consecutive month that it has performed behind the market though sales could well pick up in the next market update, helped by the current 10c off per litre fuel promotion.