Asda Draws Level With Sainsbury’s In Northern Ireland

Latest figures from Kantar Worldpanel show that Asda is growing sales in Northern Ireland in contrast with its poor performance across the whole of the UK.

In the 52 weeks to 24 April, the chain’s share of the market in the region rose to 17.6%, putting it level with second-placed Sainsbury’s. Tesco remained dominant with a 34.8% share, although spending at the chain was 1.2% lower compared to the same time last year.

With its main rival Aldi still absent from Northern Ireland, Lidl continued to make strong progress with it experiencing a 10.5% rise in spending at its stores, increasing its share of the market to 5.2%.

Overall consumer spending at supermarkets in Northern Ireland fell by 0.2% over the period, in contrast to a 3.8% rise in the Republic of Ireland.

NAM Implications:
  • Position 2 will always be a ‘toggle’ between Asda and Sainsbury’s….
  • …but the real issue is how long Aldi will be distracted by other opportunities before deciding to snap up 5% share and match Lidl’s growth in the NI market….