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Supermarket Retailing - Ireland - December 2017

“Although supermarkets continue to dominate the market, their share of grocery sales has been steadily declining in recent years. The rise of discounters, coupled with the premium ‘facelift’ forecourt and convenience stores have witnessed, means that supermarkets are under intense pressure to continue to deliver on price and quality whilst differentiating themselves from the pack.”
– Brian O'Connor, Senior Consumer Analyst

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Table of contents

  1. Overview

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

          • The market
            • Figure 1: Estimated total grocery retail sales, NI and RoI, 2012-17
          • Forecast
            • Figure 2: Estimated total supermarket retail sales, NI and RoI, 2012-22
          • Market factors
            • Four in 10 RoI consumers spending over €101 each week on groceries
              • Irish consumers ‘unsure’ of how Brexit will impact their situation
                • Discounters’ market share continues to grow
                  • The ‘online shopping’ experience could go further
                    • Companies and innovations
                      • The consumer
                        • Women more likely to take responsibility for main grocery shopping
                          • Figure 3: Who is responsible for the main grocery shop in their household, NI and RoI, September 2017
                        • Tesco the top retailer in NI with discounters taking control in RoI
                          • Figure 4: Usage of retailers for main weekly grocery shopping, NI, September 2017
                          • Figure 5: Usage of retailers for main weekly grocery shopping, RoI, September 2017
                        • Lidl preferred for top-up shopping
                          • Figure 6: Stores that consumers do their top-up grocery shopping with (in-store), NI, September 2017
                          • Figure 7: Stores that consumers do their top-up grocery shopping with (in-store), RoI, September 2017
                        • Brands excel in indulgent categories
                          • Figure 8: Consumers’ preferences of branded vs own-label groceries, NI and RoI, September 2017
                        • Irish consumers trust supermarkets but are concerned with food waste
                          • Figure 9: Agreement with statements relating to supermarkets, NI and RoI, September 2017
                        • What we think
                        • The Market – What You Need to Know

                          • Supermarkets forecast for 0.4% growth in 2017
                            • Four in 10 RoI consumers spending over €101 each week on groceries
                              • Irish consumers ‘unsure’ of how Brexit will impact their situation
                                • Discounters’ market share continues to grow
                                  • The ‘online shopping’ experience could go further
                                  • Market Sizes and Forecast

                                      • Grocery retailing sales forecast for 0.6% growth in 2017
                                        • Figure 10: Estimated total grocery retail sales, IoI, NI and RoI, 2012-22
                                      • Supermarkets forecast to see 0.4% growth in 2017
                                        • Figure 11: Estimated total supermarket retail sales, IoI, NI and RoI, 2012-22
                                        • Figure 12: Estimated grocery retail sales vs supermarket sales, NI and RoI, 2017
                                    • Market Drivers

                                      • RoI consumers spending more on food despite food prices continuously decreasing
                                        • Figure 13: Consumer price indices vs food and non-alcoholic beverage prices, RoI, September 2016-September 2017
                                        • Figure 14: Consumer price indices vs food and non-alcoholic beverages, UK (including NI), September 2016-September 2017
                                        • Figure 15: Average amount that consumers spend each week for household groceries, NI, October 2017
                                        • Figure 16: Average amount that consumers spend each week for household groceries, RoI, October 2017
                                      • Brexit concerns NI consumers more
                                        • Figure 17: How consumers feel Brexit will impact their future personal situation, NI and RoI, September 2017
                                      • Convenience drives cross-border shopping
                                        • Discounters continue to keep multiples on their toes
                                          • Figure 18: Estimated discounters’ percentage share of the total grocery retail market, NI and RoI, 2016
                                        • Online shopping could drive consumers back towards supermarkets
                                          • 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, February 2016 and January 2017
                                      • What You Need to Know – Companies and Innovations

                                        • Musgrave committed on using local suppliers
                                          • Dunnes repositions itself towards more affluent market segments
                                            • Discounters poised for growth in the event of unfavourable Brexit-related conditions
                                              • Discounter operations in Ireland tend not to include online shopping or home delivery
                                                • Marks & Spencer abstains from Black Friday deals
                                                • Who’s Innovating?

                                                    • Leading supermarkets gravitating towards a healthier own-label portfolio
                                                      • Figure 20: New own-label product launches by top 10 largest supermarket chains operating in the Irish market, by category, 2013-17*
                                                    • Convenience a key driver in supermarket retail
                                                      • Supermarkets as a destination
                                                        • Biometric payments starting to breach the mainstream
                                                        • Company Profiles

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

                                                                                                                                                      • Women more likely to take responsibility for main grocery shopping
                                                                                                                                                        • Tesco the top retailer in NI with discounters taking control in RoI
                                                                                                                                                          • Lidl preferred for top-up shopping
                                                                                                                                                            • Brands excel in indulgent categories
                                                                                                                                                              • Irish consumers trust supermarkets but are concerned with food waste
                                                                                                                                                              • The Consumer – Who Shops for Groceries?

                                                                                                                                                                  • Over half of Irish consumers are responsible for grocery shopping
                                                                                                                                                                    • Figure 21: Who is responsible for the main grocery shop in their household, NI and RoI, September 2017
                                                                                                                                                                  • Women do the main shop
                                                                                                                                                                    • Figure 22: Consumers who said they were mainly/wholly responsible grocery shopping in their household, by gender and age, NI and RoI, September 2017
                                                                                                                                                                • The Consumer – Where Irish Consumers Do their Main Grocery Shop

                                                                                                                                                                    • Tesco is the top retailer in NI but falls behind in RoI
                                                                                                                                                                      • Figure 23: Usage of retailers for main weekly grocery shopping, NI, September 2017
                                                                                                                                                                      • Figure 24: Usage of retailers for main weekly grocery shopping, RoI, September 2017
                                                                                                                                                                    • NI men favour Tesco
                                                                                                                                                                      • Figure 25: Consumers who have visited Tesco for their main grocery shop, by gender and age, NI and RoI, September 2017
                                                                                                                                                                      • Figure 26: Consumers who shop in SuperValu or Dunnes for their main grocery shop, by age, NI and RoI, September 2017
                                                                                                                                                                    • Discounters outdo supermarkets in RoI
                                                                                                                                                                      • Figure 27: Consumers who have visited Aldi for their main grocery shop, by gender and age, RoI, September 2017
                                                                                                                                                                  • The Consumer – Where Irish Consumers Do their Top-up Shopping

                                                                                                                                                                      • Discounters preferred for top-up shopping
                                                                                                                                                                          • Figure 28: Stores that consumers do their top-up grocery shopping with (in-store), NI, September 2017
                                                                                                                                                                          • Figure 29: Stores that consumers do their top-up grocery shopping with (in-store), RoI, September 2017
                                                                                                                                                                        • Top-up shoppers splash out for premium retailers
                                                                                                                                                                          • Discounters preferred for top-up shopping
                                                                                                                                                                            • Figure 30: Consumers who have used Lidl and Aldi to do their grocery shopping, by top-up and main grocery shop, NI and RoI, September 2017
                                                                                                                                                                          • Convenience is key for top-up shopping
                                                                                                                                                                          • The Consumer – Preference of Own-label vs Branded

                                                                                                                                                                              • Own-label performs well with Irish household staples
                                                                                                                                                                                  • Figure 31: Consumers’ preferences of branded vs own-label groceries, NI and RoI, September 2017
                                                                                                                                                                                • Own-label fruit, vegetables and dairy bought by more than a third
                                                                                                                                                                                  • Figure 32: Consumers who have bought fruit and vegetables, meat, fish or poultry and fresh fruit and vegetables, by own-label (eg Tesco, SuperValu) or branded (eg Smirnoff or Fairy’s), NI and RoI, September 2017
                                                                                                                                                                                • Brands outdo own-label in most drink categories
                                                                                                                                                                                  • Figure 33: Consumers who typically buy branded alcohol drinks (eg Smirnoff), by gender and age, NI and RoI, September 2017
                                                                                                                                                                                • Own-label preferred over branded ready meals
                                                                                                                                                                                  • Figure 34: Consumers who typically buy own-label ready meals, NI and RoI, September 2017
                                                                                                                                                                              • The Consumer – Attitudes towards Supermarkets

                                                                                                                                                                                  • Over half say free delivery would encourage online grocery shopping
                                                                                                                                                                                    • Figure 35: Agreement with statements relating to supermarkets, NI and RoI, September 2017
                                                                                                                                                                                  • Food waste concerns three in four Irish consumers
                                                                                                                                                                                    • Figure 36: Consumers’ agreement with the statement ‘I think supermarkets need to do more to help reduce food waste’, by gender, NI and RoI, September 2017
                                                                                                                                                                                  • Irish consumers demand more Irish-sourced products
                                                                                                                                                                                    • Figure 37: Consumers’ agreement with the statement ‘More locally sourced products from NI/ RoI should be available in supermarkets ’, by gender and age, NI and RoI, September 2017
                                                                                                                                                                                  • Parents interested in a grocery scanning app
                                                                                                                                                                                    • Figure 38: Consumers’ agreement with the statement ‘An app that allows me to scan items as I pick them off the shelves would help me keep track of my spending’, by presence of children in the household, NI and RoI, September 2017
                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                  • Data sources
                                                                                                                                                                                    • Generational cohort definitions
                                                                                                                                                                                      • Abbreviations

                                                                                                                                                                                      Supermarket Retailing - Ireland - December 2017

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