Belfast Telegraph

Lidl continues to increase its share of the grocery market

Lidl remains the fastest growing retailer in Northern Ireland, but the overall volume of groceries bought by households here has fallen, the latest supermarket data has shown (Steve Parsons/PA)
Lidl remains the fastest growing retailer in Northern Ireland, but the overall volume of groceries bought by households here has fallen, the latest supermarket data has shown (Steve Parsons/PA)
Ryan McAleer

By Ryan McAleer

Lidl remains the fastest growing retailer in Northern Ireland, but the overall volume of groceries bought by households here has fallen, the latest supermarket data has shown.

The German food store increased its share of the market to 6% in the 52 weeks to July 14 2019, marking an 8.2% increase in the value of sales it recorded over the year.

But supermarket monitor Kantar said the volume of groceries taken home by Northern Ireland shoppers fell 0.5% in 12 months.

Douglas Faughnan, consumer insight director at Kantar, said: "The average Northern Irish shopper has made smaller but more frequent trips to the retailers over the course of the year, with the overall volume of groceries purchased down by 0.5%.

"However, consumers are paying higher prices, as inflation for the 52 weeks hit 2.2%, meaning the value of the market remains on an upward trajectory."

Tesco remains the dominant player in the world of Northern Ireland grocery, holding a 35% market share. Both Sainsbury's (17.4%) and Asda (17.2%) recorded annual declines in their share of the market, while other multiples saw an increase in value of sales. 

"Asda continues to perform strongly with families, which account for 34% of the retailer's sales," said Mr Faughnan.

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"Sainsbury's typically attracts an older profile of shopper - retired people and empty-nesters account for more than half of sales."

The Kantar data showed the amount being spent in Lidl by shoppers here is continuing to climb.

"While more than three quarters of Northern Irish consumers visited Lidl at least once in the past 12 months, the retailer's growth has largely come through shoppers increasing the amount they spend per trip by over £1.70, raising the average value of a Lidl shop in Northern Ireland to £16.07," said the insights director.

Belfast Telegraph

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