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Supermarket Retailing / Brand Importance - Ireland - November 2018

“Supermarket retail sales are forecast for continued growth in 2018/19 but with the increasing uncertainty surrounding Brexit, many NI consumers are already feeling the pinch with food prices rising and a noticeable increase in supermarket prices. Market leaders will need to do more to deliver on price and quality whilst differentiating themselves from the pack.”

– Emma McGeown, Research Analyst

This report examines the following issues:

This Report will examine the grocery retailing sector in Ireland through exploring the issues that are driving growth in IoI. Covered in this Report is the sale of all grocery items including market segmentation of supermarket retail sales via mainstream supermarkets, such as Tesco, Asda, SuperValu and Dunnes Stores. The sale of groceries through convenience format stores, such as Spar, and the hard discounters, Aldi and Lidl, is also discussed, however, it is not included in the Market Sizes and Forecast section.

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • Market sizes
            • Figure 1: Estimated total grocery retail sales, NI and RoI, 2013-19
          • Forecast
            • Figure 2: Forecast total supermarket retail sales, NI and RoI, 2016-23
          • Market drivers
            • RoI consumers spending less on their grocery shopping
              • Consumers worried about their future finances
                • Discounters continue to gain market share
                  • Online grocery shopping increases for NI but remains stagnant in RoI
                    • Companies and innovations
                      • The consumer
                        • Women still doing the main grocery shopping
                          • Figure 3: Who is responsible for the main grocery shop in their household, NI and RoI, September 2018
                        • Tesco is the top retailer for main grocery shopping
                          • Figure 4: Usage of retailers for main weekly grocery shopping, NI, September 2018
                          • Figure 5: Usage of retailers for main weekly grocery shopping, RoI, September 2018
                        • Lidl preferred for top-up shopping
                          • Figure 6: Usage of retailers for top-up grocery shopping in-store, NI, September 2018
                          • Figure 7: Usage of retailers for top-up grocery shopping in-store, RoI, September 2018
                        • Branded treat items preferred by Irish consumers
                          • Figure 8: Consumers’ preferences of branded vs own-label groceries, NI and RoI, September 2018
                        • Many think grocery prices are increasing
                          • Figure 9: Agreement with statements relating to supermarkets, NI and RoI, September 2018
                      • The Market – What You Need to Know

                        • Supermarket sales experience growth in 2018
                          • Food prices decrease for RoI but increase in NI
                            • Confidence dips across IoI
                              • Discounters continue to gain market share
                                • Online grocery shopping increases for NI
                                • Market Sizes and Forecast

                                    • Grocery retailing sales on the rise
                                      • Figure 10: Estimated total grocery retail sales, IoI, NI and RoI, 2013-23
                                    • Supermarket sales forecast for increase
                                      • Figure 11: Estimated total supermarket retail sales, IoI, NI and RoI, 2013-23
                                    • NI relies heavier on supermarkets than RoI
                                      • Figure 12: Estimated grocery retail sales vs supermarket sales, NI and RoI, 2018
                                  • Market Drivers

                                    • Food prices fall
                                      • Figure 13: Consumer price indices vs food and non-alcoholic beverage prices, RoI, August 2017-August 2018
                                      • Figure 14: Consumer price indices vs food and non-alcoholic beverage prices, NI, August 2017-August 2018
                                    • Weekly grocery costs increase in NI, decline in RoI
                                      • Figure 15: Average amount that consumers spend each week for household groceries, NI, October 2017 and September 2018
                                      • Figure 16: Average amount that consumers spend each week for household groceries, RoI, October 2017 and September 2018
                                    • Confidence dips
                                      • Figure 17: How consumers think their personal financial situation will improve over the next 12 months, NI and RoI, March and September 2018
                                    • Discounters compete for market share
                                      • Figure 18: Consumer agreement with the statement ‘There is little difference in the quality of products between supermarket and discount retailers’, NI and RoI, September 2018
                                    • Online shopping gives supermarkets an edge
                                      • Figure 19: Consumers who have purchased groceries (for home delivery) online using a laptop or desktop computer in the last 12 months, NI and RoI, 2016-18
                                  • Companies and Brands – What You Need to Know

                                    • Sainsbury’s close to merger with Asda to create a UK market leader
                                      • Tesco launching ‘recession-proof’ sub-brand in the event of unfavourable Brexit
                                        • SuperValu brand going strong in RoI
                                          • War on plastic continues
                                          • Who’s Innovating?

                                            • Marks & Spencer leads new product development in last five years
                                              • Figure 20: New products launched in the UK and Ireland market, by company, 2014-18
                                              • Figure 21: Claims analysis of new food products launched in UK and Ireland, 2014-18
                                            • Walmart smart carts
                                              • Extreme transparency
                                                • Tick off plastic
                                                • Companies and Brands

                                                    • Aldi (RoI only)
                                                      • Key facts
                                                        • Positioning and strategy
                                                          • Brand NPD
                                                            • Recent developments
                                                              • Asda (NI only)
                                                                • Key facts
                                                                  • Positioning and strategy
                                                                    • Brand NPD
                                                                      • Recent developments
                                                                        • Dunnes Stores
                                                                          • Key facts
                                                                            • Positioning and strategy
                                                                              • Brand NPD
                                                                                • Recent developments
                                                                                  • Iceland
                                                                                    • Key facts
                                                                                      • Positioning and strategy
                                                                                        • Brand NPD
                                                                                          • Recent developments
                                                                                            • Lidl
                                                                                              • Key facts
                                                                                                • Positioning and strategy
                                                                                                  • Brand NPD
                                                                                                    • Recent developments
                                                                                                      • Marks & Spencer
                                                                                                        • Key facts
                                                                                                          • Positioning and strategy
                                                                                                            • Brand NPD
                                                                                                              • Recent developments
                                                                                                                • Sainsbury’s (NI only)
                                                                                                                  • Key facts
                                                                                                                    • Positioning and strategy
                                                                                                                      • Brand NPD
                                                                                                                        • Recent developments
                                                                                                                          • SuperValu (Musgrave)
                                                                                                                            • Key facts
                                                                                                                              • Positioning and strategy
                                                                                                                                • Brand NPD
                                                                                                                                  • Recent developments
                                                                                                                                    • Tesco
                                                                                                                                      • Key facts
                                                                                                                                        • Positioning and strategy
                                                                                                                                          • Brand NPD
                                                                                                                                            • Recent developments
                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                              • Women remain wholly responsible for shopping
                                                                                                                                                • Tesco is the most used supermarket for main shop
                                                                                                                                                  • Lidl used most for top-up shopping
                                                                                                                                                    • Branded products preferred for treats
                                                                                                                                                      • Food and packaging waste concerns shoppers
                                                                                                                                                      • Who is Responsible for Grocery Shopping?

                                                                                                                                                          • A third share responsibility for shopping with someone else
                                                                                                                                                            • Figure 22: Who is responsible for the main grocery shop in their household, NI and RoI, September 2018
                                                                                                                                                          • Women more likely to be solely responsible
                                                                                                                                                            • Figure 23: Consumers who are mainly/wholly responsible for the main grocery shop in the household, by gender and age, NI and Roi, September 2018
                                                                                                                                                        • Locations for Main Grocery Shopping

                                                                                                                                                            • Tesco is the top retailer in Ireland
                                                                                                                                                              • Figure 24: Usage of retailers for main weekly grocery shopping, NI, September 2018
                                                                                                                                                              • Figure 25: Usage of retailers for main weekly grocery shopping, RoI, September 2018
                                                                                                                                                            • Tesco favoured by NI consumers
                                                                                                                                                              • Figure 26: Consumers who have visited Tesco for their main grocery shop, by gender, NI and RoI, September 2018
                                                                                                                                                              • Figure 27: Consumers rating their personal financial situation as ‘Healthy’ (ie I have money left at the end of the month for a few luxuries or to add to my savings), NI and RoI, February 2016-September 2018
                                                                                                                                                            • Aldi favoured by men and 35-44-year-olds
                                                                                                                                                              • Figure 28: Consumers who have visited Aldi for their main grocery shop, by age and gender, RoI, September 2018
                                                                                                                                                          • Locations for Top-up Grocery Shopping

                                                                                                                                                              • Top-up shoppers favour Lidl
                                                                                                                                                                • Figure 29: Usage of retailers for top-up grocery shopping in-store, NI, September 2018
                                                                                                                                                                • Figure 30: Usage of retailers for top-up grocery shopping in-store, RoI, September 2018
                                                                                                                                                              • Mature consumers top-up shopping at Lidl
                                                                                                                                                                • Figure 31: Consumers’ usage of Lidl for top-up grocery shopping, by gender and age, NI and RoI, September 2018
                                                                                                                                                              • Convenience stores used by top-up shoppers
                                                                                                                                                                • Figure 32: Consumers’ usage of Spar/Eurospar and Centra for top-up grocery shopping, NI and RoI, September 2018
                                                                                                                                                                • Figure 33: Types of shopping that consumers use convenience stores and forecourts for, NI and RoI, April 2017
                                                                                                                                                            • Branded vs Own-label Preferences

                                                                                                                                                                • Staples showed higher preference for own-label
                                                                                                                                                                  • Figure 34: Consumers’ preferences for branded vs own-label groceries, NI and RoI, September 2018
                                                                                                                                                                • NI younger consumers buying own-label dairy
                                                                                                                                                                  • Figure 35: Consumers who prefer own-label dairy products (eg Tesco’s milk), by age, NI and RoI, September 2018
                                                                                                                                                                • Many Irish consumers don’t have a preference towards meat
                                                                                                                                                                  • Figure 36: Consumers who buy meat, poultry and fish products, by branded vs own-label, NI and RoI, September 2018
                                                                                                                                                                • Branded alcohol and coffee more popular
                                                                                                                                                                  • Figure 37: Consumers who buy alcoholic drinks and hot drinks (eg tea or coffee), by branded vs own-label, NI and RoI, September 2018
                                                                                                                                                              • Attitudes towards Supermarkets

                                                                                                                                                                  • Freshness is a concern when shopping online
                                                                                                                                                                    • Figure 38: Agreement with statements relating to supermarkets, NI and RoI, September 2018
                                                                                                                                                                  • Women more concerned with freshness when online shopping
                                                                                                                                                                    • Figure 39: Consumers’ agreement with the statement ‘Freshness is a key concern when shopping for groceries online’, by gender, NI and RoI, September 2018
                                                                                                                                                                  • Food safety is a top priority for supermarkets
                                                                                                                                                                    • Figure 40: Consumers’ agreement with the statements ‘Supermarkets have a duty to ensure food and drink is ethically sourced’ and ‘I trust supermarkets to ensure the food and drink they sell is safe to eat’, NI and RoI, September 2018
                                                                                                                                                                  • Mounting pressure on supermarkets to reduce packaging
                                                                                                                                                                    • Figure 41: Consumers’ agreement with the statement ‘Supermarkets should do more to reduce packaging waste’, by age, NI and RoI, September 2018
                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                  • Data sources
                                                                                                                                                                    • Generational cohort definitions
                                                                                                                                                                      • Abbreviations

                                                                                                                                                                      Supermarket Retailing / Brand Importance - Ireland - November 2018

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