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Irish retailer campaign results in positive performance

By Nicholas Robinson , 12-Feb-2013
Last updated on 12-Feb-2013 at 10:59 GMT

The Irish supermarket chain Dunnes has seen its strongest rate of growth in four years.

According to David Berry, commercial director at Kantar Worldpanel in Ireland, the supermarket chain has recorded a growth of 4.6% for the 12 weeks ending 20 January.

Information was announced in Kantar Worldpanel’s latest supermarket share figures report. Of the growth, Berry said: “This is their strongest performance for four years and highlights the success of the ‘Shop and Save’ campaign launched in the run-up to Christmas.

“Shoppers have responded well to this offer, picking up more items every time they shop and increasing the average size of their baskets by 9% (almost €3) to €36.70. This has opened a considerable gap between Dunnes and its competition, with the average Tesco and SuperValu shop standing at €30.40 and €22.40 respectively.”

It was also revealed that Tesco had seen its share of the grocery sector dip by 0.5% this year, from 28.1% to 27.6%. Tesco’s sales growth also showed a decline of 1%, which, according to Berry, is the first time the company has dropped behind grocery market growth since October 2009.

Berry added: “Aldi continues to set the pace as the retailer enjoys the strongest level of growth, albeit slightly below its previous rate of 30%.”

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