The latest supermarket share figures from Kantar Worldpanel in Ireland, for the 12 weeks to 17 July 2016, show that Euro 2016 contributed to a 3.3% sales boost for the grocery market compared with last year, as fans stocked up on alcohol, soft drinks and snacks to watch the matches.
David Berry, director at Kantar Worldpanel, explained: “Ireland’s involvement in the Euro 2016 certainly looks to have had a positive impact for the major supermarkets. Alcohol sales over the past 12 weeks are 11% higher than the same time last year, as consumers stocked up more often and bought more each time they shopped. Soft drinks, confectionery, crisps and snacks all also saw positive sales growth as football fans made the most of the opportunity to treat themselves.”
SuperValu maintained its position as the number one retailer in Ireland with its market share edging up to 22.5% after its sales grew 3.4%, slightly ahead of the market.
Meanwhile, it was a relatively disappointing period for second-placed Tesco with its market share falling to 21.9% following a 1.9% dip in sales. With a market share of 21.3%, third-placed Dunnes Stores edged closer to Tesco after experiencing another period of strong growth, with larger shopping trips helping boost its sales by an impressive 6.5%.
Lidl remained the fourth largest supermarket with an 11.9% share of the market, an increase of 0.2 percentage points year-on-year. Aldi’s market share remained at 11.2% but sales rose 3.7% – a significant improvement from March of this year when the discounter’s growth stood at just 0.8% and its was losing shoppers.
Berry added: “The strongest growth we’ve seen this period has actually been from the smaller retailers, which together increased sales by 6.8%. This has been boosted in particular by bargain stores such as Dealz, a strong period for Iceland and an increase in cross-border shopping. Iceland and bargain stores have both felt the benefit of expanding their store estates, while the drop in the value of sterling has made cross-border shopping more appealing. While all three of these phenomena remain small, they have contributed to an impressive combined €14m sales increase.”
Meanwhile, Kantar Worldpanel’s data showed that grocery market inflation stood at 2.6% for the 12-week period.