Grocery market figures for Ireland show flat market performance as shoppers tighten their belts.

The latest figures from Kantar Worldpanel in Ireland, published today for the 12 weeks ending 7 August, show that the grocery market growth rate is now at 0.0%, when compared to the same period last year, with no value growth in the market for the first time in a year - despite price increases.

Shoppers are now paying 4.4% more for general groceries compared to last year, with ambient groceries increasing in price by more than 9%.

David Berry, commercial director at Kantar Worldpanel, said: "Shoppers have tried to offset the price rises by seeking out more value products and sticking to tighter budgets this month. As a result we have seen more trading down to discount outlets and increased sales of cheaper products."

Two areas benefiting from this are retailer own-brand labels and the discounters, highlighed Berry. "Sales of own-brand products have increased by 6%, while branded goods have fallen in value by 3%."

Berry added that the discounters have posted an even stronger this month, with respective sales growth of 25% and 6% for Aldi and Lidl, pushing their combined market share up to 10.7%.

Elsewhere, market leader Tesco continued to cement its position in the market with sales growth of 1.7%, increasing its share of the market by half a point to 27.9%.