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October 18, 2011

IRELAND: Sales gap widens as shoppers trade down

Discount retailers in Ireland continue to thrive as shoppers show no sign of loosening their purse strings, according to the latest grocery market figures from Kantar Worldpanel.

Discount retailers in Ireland continue to thrive as shoppers show no sign of loosening their purse strings, according to the latest grocery market figures from Kantar Worldpanel.

The figures, released today (18 October), also show the gap between successful and struggling retailers is widening.

Despite price rises, overall sales which cover the 12 weeks ending 2 October fell by 0.2% because shoppers are trading down to cheaper products and spending less money, according to Kantar.

“Those retailers who have been able to convince shoppers they offer value are the ones winning share in the market”, said David Berry, commercial director at Kantar Worldpanel.

Aldi, Lidl and Tesco have low price messages which have “resonated” with shoppers, shown by their current respective growth rates of 26%, 5% and 3%. Dunnes Stores has grown value sales by more than 2%, leading to an increase in market share from 22.7% to 23.3%.

Elsewhere, SuperValu continued to perform behind the market with a slight drop in market share to 19.5% from 19.8% in the same period last year. Superquinn and the symbol retailers have once again posted a double digit decline in sales, which Kantar said shows the success major multiple retailers are having with value offers.

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