Strong growth in own-label products reflects Irish shoppers’ pursuit of value

May marks the first time that we see branded and own label on equal terms when it comes to market share, with each holding a 47.3% share of the market, a sign that the hunt for the best value in the market continues.
29 May 2023
Irish GMS P5 2023
Emer Healy 2020

Business Development Manager, Worldpanel Division , Ireland

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Our latest data shows take-home grocery sales increased by 11.3% in the four weeks to 14 May 2023, as the average price per pack increased by 13.4%. Shoppers also visited stores more often during the month of May (11.6%) making an additional two trips compared to the same time last year. 

Although value sales are up significantly, grocery price inflation is the real driving factor behind this as opposed to increased purchasing. Grocery inflation rose by 16.5% in the 12 weeks to 14 May, down marginally (0.1%) on last month. The slight drop in grocery price inflation is without doubt welcome news for shoppers but it is still high – 16.5% is the third fastest rate of grocery inflation we’ve seen since 2008. In response to the high level of inflation we are seeing consumers change their shopping patterns off-set part of the increased cost.

Shoppers are turning to shopping little and often to help manage household budgets. The latest 12 weeks shows shoppers retuning to store more often, with visits up by 12% equating to an additional 7 trips. This contributed an additional €574m to the overall market performance alongside a significant increase in the average price per pack which is up 13.7% year-on-year.

Currently, the market is seeing much stronger own-label growth (16.3%) compared to branded (8.2%) as shoppers are looking for ways to save money. However, it was value own-label which saw the strongest growth year-on-year at 32.3% with shoppers spending €17.5m more on these ranges. May marks the first time that we see branded and own label on equal terms when it comes to market share, with each holding a 47.3% share of the market, a sign that the hunt for the best value in the market continues.

Brighter days call for barbeques

Irish shoppers celebrated the May bank holidays with some alfresco dining and it impacted the tills positively. Irish consumers welcomed warmer days in May and as a result the barbeque season has officially started. Shoppers spent an additional €6.6m on beer and lager, €722,000 on chilled burgers and grills and €516,000 on fresh sausages over the four weeks. 

Irish retailer performance update

Online sales remain positive over the last 12-weeks, up 3.3% year-on-year with shoppers spending an additional €5.3m online, however, volume sales online are down 16.3% compared to last year. 

Dunnes, Tesco and Lidl experienced value growth ahead of the total market in May. Dunnes holds the highest share amongst all retailers at 23.1% with growth of 15.8% year-on-year which stems from shoppers returning to store 14% more often, equating to nearly two additional trips. 

Tesco holds 22.4% of the market with 14.5% growth. Tesco has seen the strongest frequency growth amongst all retailers of 16% year-on-year contributing an additional €93.7m to their overall performance. SuperValu holds 20.6% of the market and sees growth of 5.8%. SuperValu shoppers make the most trips in store compared to all retailers with an average of 23.8 trips, an increase of 15.4% year-on-year.  

Lidl hits a record new share of 13.6% share and sees growth of 15.8% year on year. More frequent trips contributed to an additional €44.4m to their overall performance. Aldi holds 12.1% and sees growth of 11.3% year-on-year. A strong boost in new shoppers and more frequent trips has contributed an additional €53.2m to their overall performance.   


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