Half of consumers choose own brands

Irish Consumers are continuing to choose retailers’ own brands over branded products, new figures from Kantar Worldpanel show.

Retailers’ own brands remain most popular with shoppers, accounting for 55{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1} of total grocery spend – up 3.7{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1} in the 12 weeks ending 16 July 2017.

In general, own brands are cheaper than the branded equivalents. In the case of milk, recent figures released by the National Milk Agency showed that own-brand milk is on average 22{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1} cheaper than the main brands.

SuperValu remained the nation’s favourite for the eight consecutive period, although its market share slipped slightly, by 0.3 percentage points year-on-year – to 22.1{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1}.

Tesco remains static at 21.9{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1}, while Dunnes Stores has increased its market share from 21.3{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1} to 21.5{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1}, to come just below Tesco.

Lidl and Aldi remain in fourth and fifth positions respectively, rising 0.2{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1} each from last year’s figures. Lidl’s growth accelerated to 3.8{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1}, with Aldi boosting sales by 3.7{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1}.

The figures indicate that shoppers have also been visiting these stores with more regulairty on average in the past quarter.

Consumer insight director at Kantar Worldpanel, Cora Campbell, said the grocery market continues to grow.

“Despite a decline in the average price per pack, the market has continued to grow.”

“In response to lower prices, shoppers have been putting more items into their baskets, which has kept market performance on an upward trajectory. Shoppers continue to favour retailers’ own brands, with sales growing by 3.7{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1} and accounting for 55{b28040870e2dde01f25bc5b483275391226143b34751c4bb8f1feeecaec925a1} of total grocery spending over the past 12 weeks.”

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