Branded goods overtake private label for first time in 4 years

Wed 21st February 2018

The latest grocery market share figures from Kantar Worldpanel in Ireland, show continued sales growth for Irish supermarkets and a shift in shopper habits with branded goods posting stronger sales than own label goods for the first time in four years. The data was tracked for the 12 weeks ending 28 January 2018.


Dunnes Stores, DigipoleDunnes Stores, Digipole

David Berry, director at Kantar Worldpanel, comments: “The recovery of branded sales began in late 2017 and has continued apace in the New Year.  Sales of brands are up 4% year on year as shoppers parted with an additional €49 million on their favourites during the past 12 weeks…with alcohol, baked goods, frozen food and toiletries performing best.”

Dunnes remained in top position with a 23.2% market share and a 5.7% increase in sales. Tesco took second place with a market share of 22.7% and strong sales growth of 4.7%. SuperValu came in third position with a 22.5% share and sales growth of 2.1%.

Cadbury, Platinum Square

Other new trends and shopper habits emerged from the data indicating a renewed consumer confidence amid a growing economy. Increasing interest in vegan and vegetarian lifestyles were reflected in sales where vegetarian options surged by 18% with one in five of shoppers buying a vegetarian product.

Store loyalty is also on the increase. David Berry comments, “Loyalty continues to define Irish grocery, with shoppers now less likely to shop around and committed to spending more with their retailer of choice.  Dunnes has capitalised on this trend, successfully counteracting lower footfall with higher spending from its existing customers.”

Lucozade Sport, Première

Ireland’s growing economy is likely to continue to influence consumer behaviour and purchasing decisions. With this in mind, retailers and brands alike will be working hard to maintain brand image and demonstrate value to the ever-changing shopper. In 2017, according to Nielsen, grocery brands increased their outdoor spend by 14% which accounted for 18% of overall spend. Out of Home is a key driver when it comes to building brands, creating cut-through and engaging with shoppers at the right time and place and ultimately driving purchase.

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Sources: Kantar Worldpanel 2018, Nielsen 2017

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