According to information from Kantar Worldpanel’s commercial director David Berry, the horsemeat issue has had little impact on where Irish consumers choose to shop, but it has impacted on what they are buying.
Berry explained that for the four weeks ending 17 February, sales of frozen burgers were down by 42% as shoppers bought other products.
Despite a shift in buying habits, Aldi has seen a sales growth of 29% and increased its sales share of the market from 4.6% last year to 5.9%. Berry said: “What is notable from Aldi’s performance is that it hasgrown sales of fruit and vegetables – the most valuable grocery category – by 39% this year.”
Among the big three Irish supermarkets, Dunnes was the only one to increase its share of the market and has benefited from “bigger shopping baskets” and managed to beat the market with a 4.1% sales growth.
However, Tesco has not seen such a dramatic jump, with its performance only slightly up in January.
Berry said: “The 0.8% growth seen in the market is the highest level since December 2011 and is attributable to the continued increase in the price of groceries.”