Tesco and Supervalu vie for top position in supermarket war

The gap between market leader Tesco and Supevalu which is the second most popular grocer in the State narrowed further this month and now just half of one per cent separates the two supermarkets, according to the latest figures from retail analyst Kantar Worldpanel.

Its figures put Tesco’s overall share of the market at 25.1 per cent, down from 26.5 per cent this time last year and down from a high of almost 30 per cent three years ago.

The Kantar figures, which cover the 12 weeks to October 12th shows Supervalu with 24.6 per cent of the market down from 24.7 per cent a year ago. Dunnes Stores has a market share of 22.7 per cent down slightly on last year.

The figures also highlights a continued strong performance from Aldi and Lidl, as the two reach a combined market share record of 16.5 per cent. Aldi recorded year-on-year growth of 14.3 per cent to bring its total market share to 8.4 per cent while Lidl saw growth of 14.9 per cent which has taken its share of the retail market to 8.2 per cent.

SuperValu’s performance was described as “consistent” by Georgieann Harrington, consumer insight director at Kantar Worldpanel. “It continues to perform well through ‘top up’ shops and smaller convenience trips, and the acquisition of Superquinn has given it an improved balance of store locations across the country, with 193 outlets to choose from and a vastly increased presence in Dublin.”

She said Aldi had successfully attracted more shoppers through its doors over the last 12 months and was “increasing its share of baskets between €50 and €100, as consumers pick up a wider range of product lines and do their entire weekly shop with the retailer. Meanwhile Lidl has seen shoppers increase their average spend by €18 in the 12 weeks to 12 October, while also visiting the store more often.

After posting five months of consecutive growth, Dunnes has seen a slight reduction in sales of 0.4 pr cent. The average spend has fallen by almost €7 which has been a significant factor in its recent performance.

Yet despite losing sales, the retailer has captured a larger share of the market as its main rival Tesco continues to drop back. Dunnes Stores has made moderate gains with shopper numbers, attracting an extra 13,000 shoppers into its stores. Meanwhile its share in the ‘big shop’ (baskets over €100) is the highest among all retailers, at 37.2 per cent.