Dunnes Stores overtakes SuperValu as Ireland's favourite supermarket

After leapfrogging Tesco mere months ago...

Dunnes Stores overtakes SuperValu as Ireland's favourite supermarket

Image: Photocall Ireland

Dunnes Stores is now Ireland’s largest grocery retailer, knocking SuperValu off the top spot.

The retailer increased its market share to 22.6% in the 12 weeks to early November, according to new figures from Kantar Worldpanel Ireland.

Having had a 22% share this time last year, its bullish 2016 performance had already seen it move past Tesco into second spot at the end of summer.

Meanwhile, SuperValu’s share slipped from 22.8% to 22.4% – despite enjoying a year-on-year increase in sales of 2.3% – and third-placed Tesco has dropped 1% to 21.4% over the past year, though the speed of its decline has been arrested.

Kantar’s Irish director David Berry said of a stellar year for the new top supermarket dog:

“Dunnes’ strong performance is largely down to its continued success encouraging larger shopping trips via its ‘Shop & Save’ promotional campaign.

“Persuading shoppers to add one extra item to every basket – worth €3.20 on average – may not sound like much, but across the country this adds up to an additional €2.8 million each week.

“Growth across a wide range of categories has contributed to the retailer’s overall sales increase of 6.7 per cent year on year, with toiletries, alcohol, frozen food and confectionery performing particularly well.”

When it comes to the discount retailers, Lidl’s share of the market now stands at 11.4%, followed by Aldi on 11.3%. Both are increasing their share, with Lidl enjoying year-on-year sales growth of 5.3% and Aldi’s 6.6% growth helping it to close the gap between it and its fierce German rival.