Supervalu commits to Winning Value in 2022

Leading convenience retailer SuperValu has launched its 2022 Winning Value Strategy, focused on special offers, local offers, own brand and a Tesco price match.

Every week shoppers will benefit from over 200 special offers, including many Northern Ireland favourites, along with over 400 own brand products up to 33% cheaper than the well-known brands, whereas a Tesco price match will ensure price competitiveness on hundreds of everyday essentials.

With recent reports that the cost of living is rising faster than wages, consumers are feeling the squeeze on their household income, now more than at any time in the last 10 years. Value for money therefore is becoming an increasingly important factor in purchasing decisions.

For example, insights and data specialist Kantar says sales of private-label items have increased by 15.8% since 2015, with the sales of branded products rising by just 3.5%, showing a clear consumer demand for more affordable own-brand grocery goods.

Desi Derby, Marketing Director for SuperValu said: “January is traditionally a time when shoppers tighten their purse strings, aiming to save money post-Christmas. Coupled with the rapid rise in the cost-of-living, it is clear that value for money is front of mind for shoppers.

“SuperValu customers have come to expect the best choice of high-quality products at great value and this year we have a range of promotions across our big-brand items to please the savviest of shoppers. And with more than 500 of our branded products price-checked against Tesco, we are committed to delivering the best value for our customers across our entire range”.

 “We have also continued to invest in our value-led own-brand offering, extending the portfolio to over 400 high-quality products, reflecting consumer demand for supermarkets’ own affordable alternatives to better known brands.”With families across Northern Ireland feeling pressure on their household budgets, consumers are increasingly sensitive to price increases and our latest campaign aims to communicate that SuperValu has a wide choice of quality products at an affordable price.”