Take-home value sales in Ireland over the four weeks to 20 April 2025 increased by 8.4% compared to the same period last year, according to the latest grocery data from Kantar. Grocery sales benefited from Easter falling much later this year, helping to drive value growth during April. Shoppers were in store 23 times on average, contributing an additional €9.7 million to the market’s overall performance.
Grocery price inflation rises this month and currently stands at 4.91% compared to the same 12-week period last year. Inflation levels are up 2.52 percentage points compared to last year.
Emer Healy, Business Development Director at Kantar, comments: “Despite average prices continuing to rise, it’s clear that Irish consumers are still treating themselves. With Easter falling late this year, it’s been a real boost for retailers who have benefitted from special occasions including St Patrick’s Day, Pancake Day, Easter and the forthcoming May bank holiday.”
Over the latest 12-week period, an additional €15.3 million was spent on seasonal Easter confectionery, with 82% of this attributed to Easter eggs alone. Shoppers also purchased more Easter eggs than last year, up 6.6%, with over 64% of Irish households buying one this year. Notably, 43% of all Easter egg sales were made on promotion.
Promotional sales were not just for Easter Eggs. The total grocery market in Ireland saw an increase in promotions by 15.4% in the 12-weeks with shoppers spending an additional €109 million on promotional lines versus the same period last year. Promotional sales currently hold 22.8% of total grocery spending compared to 20.8% last year.
Price influences shoppers but quality seals the deal
“Price influences decisions, but it’s clear that Irish shoppers still cherish quality, particularly when it comes to special occasions that bring people together and create lasting memories,” Emer Healy adds.
“This is evident with both branded (5.6%) and premium own label products (9.7%) growing faster than the market as a whole (5.5%). Our data shows that shoppers spent an additional €102m on these two ranges compared to last year. Brands continue to hold a higher value share of the total market with 47.7% while own label holds 46.9%. Ultimately, retailers need to demonstrate clear value to customers, but it’s a tricky balance especially as they are trying to manage their own rising business costs.”
April also saw a steep increase in alcohol sales, up 8.7% year-on-year. Shoppers spent an additional €8 million on beer and cider, wine and non-alcoholic drinks versus last year. Favourite Easter fare is still evident with shoppers spending a combined additional €2.5 million on hot cross buns and lamb.
Brighter and warmer days also boosted the performance of typical BBQ choices with an extra combined €1.1 million spent on sausages, antipasti, coleslaw and potato salad in April.
Channel and retailer performance
Over the 12-week period, online grocery sales were boosted by a 10% increase in shopping frequency and an influx of new customers. More than 18% of Irish households shopped online for groceries during this time, with new shoppers and more frequent trips contributing a combined €22.8 million to overall performance.
In the 12 weeks to 20 April, Dunnes holds 24.1% market share, with sales growth of 6.5% year-on-year. Dunnes shoppers picked up more volume per trip, up 2.2% as well as making more frequent trips, up 0.8%, which contributed a combined €24.4 million to their overall performance.
Tesco holds 23.4% of the market, with value growth of 7.1% year-on-year. Shoppers increased their trips to store by 4.2%, contributing €32.5 million to overall performance.
SuperValu holds 20.3% of the market with growth of 5.2%. Consumers made the most shopping trips to this grocer, averaging 24.5 trips over the latest 12 weeks. This increase in the number of shopping trips contributed an additional €37.2 million to its performance.
Lidl holds 13.5% market share up 5.3%. Larger trips drove an additional €10.7 million in sales. Aldi holds 11.5% market share, up 5.6%. Increased trips to store drove an additional €19.6 million in sales.
