Growth in the NI grocery market

New studies show the Northern Irish grocery market grew by 1.5% during the 52 weeks ending 27 January 2019.

Douglas Faughnan, consumer insight director at Kantar Worldpanel, said: “This growth was almost entirely driven by higher prices, as overall volume sales remain flat. Tesco and Sainsbury’s both increased sales by 1.2%, though Tesco’s share of the total market remains substantially higher at 35.1% than Sainsbury’s at 17.3%.

While Tesco’s branded and own label ranges are in growth, it is the retailer’s standard private level range that has performed strongest – up 4.3% on last year.  Similarly, sales of Sainsbury’s standard own label range rose by 4% compared with the year before. 

“Asda’s 0.4% growth meant it captured 17% of the total market.  However, Tesco, Sainsbury’s and Asda each saw their market share shrink by 0.1 percentage points as Lidl continues to make strong inroads.

“Lidl, with sales increases of 9.5% over the course of the year, has improved its position to capture 5.9% of the market.  The retailer now has a strong foothold in Northern Ireland and three quarters of all households have shopped there throughout year.”

The following table shows the total grocery spend in NI, including expenditure across food, beverages, alcohol, household and health & beauty categories:

 

 

52 Weeks to 28 Jan 2018 52 Weeks to 27 Jan 2019 % Change in value sales
Total Grocers 100% 100.0% 1.5
Total Multiples 84.0% 84.0% 1.5
Tesco 35.2% 35.1% 1.2
Sainsbury 17.4% 17.3% 1.2
Asda 17.1% 17.0% 0.4
Lidl 5.4% 5.9% 9.5
Other multiples 8.8% 8.7% 0.5
Total symbols 8.1% 7.9% -0.9
Other outlets 7.9% 8.1% 3.9

 

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