Lidl posts strongest sales growth following Easter – Kantar Worldpanel

Lidl posted the strongest sales increase in the Irish grocery market for the 12 weeks ending March 27, 2016, with a 9.5% increase on the corresponding period last year, figures from Kantar Worldpanel show.

The German retailer is in the strong position of getting more consumers through its doors, according to Kantar, while also encouraging them to spend more on each visit and return more frequently.

The latest supermarket share figures show that an early Easter has boosted growth across the grocery market.

Overall supermarket sales have grown by 4.6% when compared with the same period last year – up from growth of 3.6% last month.

Meanwhile, Supervalu retains the top spot of the grocery market share, with a slightly increased market share of 24.9% which is up 0.1% year-on-year.

Figures from Kantar show that shoppers have visited the retailer more often so far this year, with the average number of trips increasing to 22 – up from 20 in 2015 – with a sales increase just ahead of the market at 5%.

David Berry, Director at Kantar Worldpanel, said that an early Easter saw shoppers spend an extra €40m on groceries as they prepared to celebrate with family and friends.

Fresh produce sales were up by 11% compared with last year as shoppers picked up the trimmings for their Easter roasts, while crisps and snacks received a 12% boost.

“Sales of confectionery were up 32% as the nation stocked up on sweet treats, with 69% buying at least one chocolate egg during the Easter period.”

Speaking about the different grocers, Berry said that Tesco posted sales growth for the fourth consecutive month as their performance continues to improve.

Lidl
Source: Kantar Worldpanel

“Volume growth remains stronger than value – an increase of 2.7% compared with 1.4% – as keeping prices low continues to be a major focus for the retailer.

“Growth for Dunnes Stores continues to be driven by larger shopping trips, with spend per trolley increasing by an impressive €3 year-on-year.

“The success of the Shop and Save campaign continues, and has proved particularly effective with families, where Dunnes now captures 25.6% of the market compared with 23.9% this time last year.”

Kantar Worldpanel figures show that Aldi’s sales growth remains healthy, with an increase of 1.5% on last year as shoppers spend more on each visit.