Tesco now leads grocery market share across entire island says Kantar

Tesco maintained its leading position in the north's grocery market in the last 12 weeks, according to Kantar Worldpanel
Gary McDonald Business Editor

TESCO has maintained its dominant position in the grocery market in the north, according to latest figures from Kantar Worldpanel, covering the 12 weeks ending May 20.

And while the behemoth has held that position for close to a decade now, in the Republic it reclaimed the top spot on its own for the first time in more than two years, eclipsing Dunnes.

In Northern Ireland, overall market growth remains subdued compared to the levels enjoyed at the end of 2017, with sales rising just 1.6 per cent (growth in the Republic was nearly twice that at 2.8 per cent).

Shoppers continue to turn to Tesco to fill their baskets and trolleys. It outperformed the overall market with sales growth of 2.7 per cent, increasing its share from 34.8 per cent to 35.2 per cent in the north.

But Lidl remains the fastest growing supermarket in Northern Ireland with sales up 6.1 per cent compared with this time last year.

Following three months of growth, Asda seen its sales decline by 0.4 per cent, Kantar Worldpanel figures show.

It captured 17 per cent of the market and dropped back into third place behind Sainsbury's, which has maintained its 17.3 per cent share.

In the Republic, Tesco grew sales by 4.5 per cent – far ahead of the overall market, which saw growth of 2.8 per cent. The gap between the top three has widened, with SuperValu and Dunnes capturing 22 per cent and 21.8 per cent of the market respectively.

Douglas Faughnan, consumer insight director at Kantar Worldpanel, said: “A strategic emphasis on volume sales, particularly through its private label offering, has been key to Tesco becoming Ireland's biggest grocer once again.

"While value sales are robust, growing at 4.5 per cent on last year, volume performance has been even stronger. Tesco's own label range has been at the centre of its performance, now accounting for more than half of overall sales following double digit growth this period.”

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