Latest data from Kantar shows take-home value sales in Ireland increased by 4.9% over the four weeks to 23 February, a slowdown on the 6.5% figure recorded the previous month. Grocery inflation rose by 0.3 percentage points and now stands at 3.7% compared to the same 12-week period last year, following recent periods of stability.
Spending on promotions rose by 11.6%, a €92m hike versus last year as retailers battled for shoppers amid tough trading conditions. Promotions now account for 23.9% of all sales going through the tills.
Kantar pointed to growing supermarket loyalty schemes that offer exclusive discounts as playing a key role in attracting shoppers. “Retailers continue to roll out discounts as a way of easing the pressure on household budgets – and Irish consumers are more than happy to take advantage of them,” said Emer Healy, Business Development Director at the research group.
Representing nearly half (45%) of all grocery value sales, own-label products remained popular, with sales climbing 3.8% versus last year as shoppers spent an additional €62.6m on these ranges. Brands performed slightly ahead of the total grocery market, growing by 5.6% compared to last year.
February was a busy month for Irish consumers who celebrated both the bank holiday weekend and Valentine’s Day. Shoppers spent an additional €14.4m on chocolate and sweets and €4.2m on wine, as many celebrated at home.
Kantar’s latest update also examined how consumers’ habits have evolved since the pandemic, as the five-year anniversary of the first Covid-19 lockdown approaches.
“In 2020, we couldn’t have predicted the full extent of the Covid-19 pandemic’s impact on all of our lives,” commented Healy. “However, five years later, we can see its lasting effects on consumer behaviour. Our data shows that habits haven’t fully returned to pre-pandemic norms, and shopping trips remain lower than before.”
Households made fewer visits (down by nearly two) to supermarkets in February 2025 than in 2020. The trend for online shopping appears to have stuck as well, with the online channel taking a record 6.9% market share in February compared to 2.7% in the same period in 2020.
Healy added: “Right now, it’s hard to separate the cost-of-living crisis from post-Covid trends, with value-seeking a key consumer focus. Despite expectations, shoppers aren’t visiting more stores for deals, averaging only four stores over the past 12 weeks.”
Over the 12 weeks to 23 February, Dunnes held 24.6% of the market, with sales growth of 6.9% year-on-year. The chain welcomed new shoppers, and with existing shoppers picking up more per trip, this contributed a combined €18.2m to its overall performance.
Tesco controlled 23.9% of the market, with value growth of 6.5%. New shoppers and increased trips to store contributed a combined €27.1m to its overall performance.
SuperValu held 20.4% of the market with growth of 4.5%. Consumers made the most shopping trips to this grocer, averaging 23.7 trips over the latest 12 weeks. The increase in the number of trips contributed an additional €41m to its performance.
Lidl’s market share edged down to 12.8% after seeing growth of 4.6%. New shoppers drove an additional €4.2m in sales for the discounter. Aldi’s share slipped to 10.9% after it recorded growth of 4.7%. More trips in-store drove an additional €9.5m in its sales.
