Online sales down 12% in supermarkets

Online sales in Irish supermarkets have fallen 12.3% in the past four weeks as people return to their pre-pandemic routines, according to the latest data from Kantar.

The latest figures show Irish grocery sales fell 2.3% in the 12 weeks leading up to September 5, but still remain 11.1% higher than in the same period in 2019.

Emer Healy, Retail Analyst at Kantar, said: “As we are far from a full return to normalcy, there is a wind of change and people are becoming more comfortable getting out and moving around.

“Over the past three months, 189,000 more trips have been made to the supermarket, driven by shoppers running out of one or two items at a time rather than relying on a weekly department store like they used to at most. strong blockages.

“This suggests that the high levels of immunization across the country are helping to build consumer confidence.

“We are also seeing shoppers choosing to visit department stores rather than small convenience stores on their doorstep. This is good news for Ireland’s biggest grocers, as the Big Five gained market share this period for the first time since 2010. ”

In line

The strong performance of brick-and-mortar stores has driven online sales down 12.3% in the past four weeks. “Online grocery shopping has taken a back seat this month as people return to their workplaces, study and eat out,” Ms. Healy said.

“As a result, digital grocery stores have declined an average of four items over the past four weeks. However, we expect that decline to moderate over the next few months as shoppers find their feet in their new routines.

“It has been a busy time for Irish households across the country and preparing meals from scratch, a popular pandemic pastime, has slipped onto the agenda.

“Shoppers have switched from home cooking staples for faster options, spending $ 7.5 million more on chilled convenience items like pizzas and ready meals over the past four weeks.

“Parents also stocked up on favorite lunchbox products like kids’ cookies, bread and cold cuts, which rose 11.3%, 7.6% and 14.6% respectively.”

New buyers

Dunnes Stores saw the largest influx of new buyers of any retailer, edging up 5.3%, contributing to 32 million of its sales.

Dunnes was tied with Tesco for the title of second-largest grocer, and the two have a 21.4 percent market share that period.

Tesco, which gained 0.4 percentage point of market share, was particularly successful in terms of growth for brands, which rose 2.9% to counter the overall market decline in brand sales during this period.

Aldi achieved its highest market share on record this period at 12.7 percent. It has gained a significant number of new buyers in the past three months, which has increased its sales by 1.6 million euros year on year. Lidl has a 12.8 percent market share during this period.

SuperValu is the largest retailer and has a 22.5 percent market share. This is because consumers visited the store 7% more often than last year.

This was the highest frequency of purchase among all retailers, resulting in an increase in sales of € 43 million for the grocer.

Grocery market inflation stands at 0.3 percent for the 12-week period ending September 5.

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David A. Albanese