Kantar: Dunnes Stores retains pole position in supermarket share index
With Dunnes Stores holding the top spot with a combination of affordable grocery items and more upmarket offerings, Aldi and Lidl are enjoying consistent growth by doing exactly the same thing.
Print4 June 2019
Ireland’s grocery market grew by 4.2% in the 12 weeks to 19 May 2019, according to Kantar’s latest supermarket share figures for Ireland’s highly competitive grocery market. Dunnes Stores held its main competitors Tesco and SuperValu off and retained the top share, controlling 22.3% of the market with Tesco just behind at 22.1%. SuperValu’s finishing figure for the perdiod was 21.2%.
Meawhile, Aldi and Lidl’s consisten growth continues, with the German supermarkets’ combined share standing at 23.6% – higher than other retailer for the third consecutive period.
Douglas Faughnan, consumer insight director at Kantar, observed that this figure is a quirk of the Irish grocery market. “Dunnes has showed little interest in going head-to-head with Aldi and Lidl on price,” said Faughnan, “instead preferring to carve out its position as a premium food retailer through smart acquisitions and partnerships with upmarket brands such as Sheridans Cheesemongers and James Whelan Butchers.
“At the same time,” he added, “it is making a clear attempt to prevent losing price-conscious shoppers through its Everyday Savers range.”
While value is still central to both retailers, the premium tier has become more of a focus. “As Aldi and Lidl have grown, they have placed an increased emphasis on their premium own label and branded ranges,” Faughnan continues. “This is a clear attempt to capture more spend from those shoppers who, while seeking value, are also prepared to splash out on certain occasions.
“While on the surface Dunnes, Aldi and Lidl have different appeals, they are all targeting the same shoppers and tailoring ranges to reflect that,” he adds.
So then, discounted and premium items are of equal importance in the supermarket share battle. Who knows what the future holds for Aldi and Lidl as their reputations and market shares continue to grow.
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