The Irish grocery market continues to see growth accelerate, as another lockdown begins and we approach the festive season. Take-home grocery sales grew 16.4% in the 12 weeks to 29th November, according to the latest figures from Kantar, an increase on the 14.4% growth we saw in the previous reporting period.
Busiest month since first lockdown
Just as we saw in October, spend was over €1bn in November, with an additional €164m sales compared to 2019. It was the busiest month since June, when Ireland was experiencing its first national lockdown.
Online growth continues at pace
Online sales increased 74.8% in the November reporting period, amounting to an additional €54.8m in sales. This was driven by new shoppers using the channel, they accounted for +€31.5m of spend.
Dunnes takes the largest market share
Dunnes premium proposition is resonating with shoppers this festive season. The retailer saw sales growth of 12.7%, giving it 22.1% market share. Growth was driven by increased transaction value. Shoppers spent €7.76 more per average trip than in 2019. This was the highest spend per buyer amongst all the retailers.
Dunnes is offering shoppers multiple ways to make the Christmas shop more convenient this year, increasing its delivery options in response to the COVID-19 restrictions. It now operates a phone in and collect service, home delivery, and one hour delivery with Buymie.
Growth at Tesco and SuperValu driven by increased basket size
The increased restrictions on shoppers and closure of pubs and restaurants continues to drive up average basket size, with notable performances from Tesco and SuperValu.
Tesco saw strong sales growth of 17.0% in the reporting period. Shoppers added 3.5 more products to their shop than they did last year.
SuperValu also saw strong growth, of 18.5%. Shoppers added on average 1.5 additional items per trip. The retailer as ever is focused on offering shoppers a strong value proposition. It is using weekly offers to drive frequency of visit throughout December.
|Total take home grocery consumer spend
||12 weeks to 1st December 2019
||12 weeks to 29th November 2020
||% Change in value sales
Looking for more insight?
SPAR reported turnover in Ireland rose 6.3% for the year ending September 2020, read more on Retail Analysis.
Retail Analysis newsletter