Kantar has published its Irish Christmas Viewpoint, offering a summary of the key trends and insights from the grocery market during the festive period.
The research group noted that Christmas 2024 in Ireland marked a historic moment for the Irish grocery sector, with record-breaking sales, a resurgence in brand performance, and in-store footfall at its highest levels ever. Over the four weeks to 29 December 2024, grocery sales in Ireland reached just under €1.4bn, underscoring the “resilience and evolving dynamics of the market”.
Grocery inflation remained at 3.6%, lower than in previous years, contributing to steadier volume growth throughout 2024. Shopper behaviour reflected confidence, with an average spend of €32.12 per trip and an increased trip frequency surpassing pre-pandemic levels. The highest-ever in-store visits were recorded at 42 million trips – one million more than last year.
Emer Healy, Business Development Director at Kantar, commented: “Monday 23 December, was officially the busiest Christmas shopping day on record, with 85% of Irish households making a purchase. Sales surpassed €100m in a single day for the first time, reaching €107m – 23% higher than December 2022 and 13% greater than 2023’s peak day.”
After years of losing share to own-label products, brands made a strong comeback this Christmas. Branded goods accounted for 53.8% of value sales, compared to 46.2% for own-label ranges, with brand spending reaching an all-time high of €746m. Brand loyalty was further fuelled by increased promotional activity, with €357m spent on promotions – 8.4% ahead of market growth.
Retailers placed significant emphasis on promotions over the festive period, with all major players increasing promotional activity beyond the annual average. Tesco secured the number one spot in market share, while Dunnes Stores posted the strongest growth. Retailers also focused on loyalty programmes, competitive pricing, and Christmas dinner offerings to attract shoppers. Consumer spending patterns revealed a strong appetite for both indulgence and wellness.
Chocolate and crisps saw the biggest surge in value as shoppers treated themselves to festive favourites. Healthcare emerged as the fastest-growing category in value terms, followed closely by ambient grocery, driven by premium niceties. Non-alcoholic beverages reached their highest December sales at €3.4m (+23.6%), indicating a continued trend towards moderation. Alcohol sales saw value growth despite a decline in volume, with beer and cider showing the strongest momentum, recording 1.3% and 11.9% growth respectively.
Healy concluded: “The Irish grocery market remains in a strong position, with a healthy balance of value and volume growth. As grocery inflation stabilises, promotional strategies and brand engagement will be key to shaping consumer behaviour. With record-breaking sales, renewed brand strength, and evolving shopper preferences, the 2024 Christmas season has set a strong precedent for the year ahead.”
NAM Implications:
- A buoyant mood throughout…
- (via effective application of the key mechanics).
- And promising a good 2026.
- Time for suppliers to confirm they achieved and maintained their fair share of sales and investment…
