The value of take-home grocery sales increased 5.2 per cent in the four weeks to mid-July as shoppers spent an additional €57.4m, the latest grocery data from Worldpanel by Numerator shows.

Grocery inflation rose from 5.3 per cent in the last 12-week period to 5.43 per cent, contributing to the increase, and shoppers visited stores an average of 22 times in July.

During the month, consumers spent an additional €46.2m year-on-year on sun care, smoothies, ice cream, pickles, soft drinks, antipasti and fresh fruit.

“With schools now officially out for summer and many people enjoying the holidays, convenience is key when it comes to meal choices,” said Emer Healy, business development director at Worldpanel by Numerator.

“Shoppers spent almost €1m extra on both fresh and frozen ready meals compared to last year.

"This is despite a rise in average prices, which impacts shopper behaviour. What we are seeing is much more caution from Irish consumers who actively seek out promotions to get the best deal.”

Shoppers spent €756m on promotional lines during the latest 12-week period, a 9.4 per cent increase compared to the previous year.

Key growth categories included pre-mixed alcoholic drinks, soft drinks, frozen confectionery and frozen fruit, all growing ahead of the total market for promotional lines.

At 3.7 per cent, growth in sales of branded items was slower than the wider market, but shoppers still spent €59m on branded products.

Own label growth for the 12 weeks was stronger at 6.7 per cent, while premium own label sales rose 16.2 per cent or €20m.

Brands currently hold 46.5 per cent value share of the total market, with own label at 47.9 per cent value share.

“Our latest Brand Footprint report shows that Irish shoppers still favour nostalgic brands," said Healy.

"Over the course of 2024, 39 brands experienced growth in Consumer Reach Points – a metric that considers the number of buyers and how often they buy a product – compared to just 27 in 2023, indicating a more favourable environment for brand growth.

"We have seen lots of brands with Irish heritage featuring high in the rankings including Brennan’s, Avonmore & Tayto."

Online shopping accounted for 5.7 per cent of grocery sales, with sales up 8.1 per cent or €15m year-on-year.

Over the latest 12-week period, shoppers purchased their groceries more often online, up 8.5 per cent, contributing €15.7m to its overall performance.

Over the last 12 weeks, Dunnes Stores held 23.4 per cent market share, with sales growth of 6.9 per cent year-on-year. Dunnes shoppers returned to store more often, up 3.5 per cent, which contributed €27.1m to its overall performance.

Tesco held 23.2 per cent of the market, with value growth of 5.7 per cent year-on-year. Shoppers increased their trips to store by 3.7 per cent, which contributed €28.5m to overall performance.

SuperValu held 20.2 per cent of the market with growth of 4.8 per cent. Consumers made the most shopping trips to this grocer, averaging 25 trips over the latest 12 weeks. This increase in the number of shopping trips contributed an additional €62.8m to its performance.

Lidl held a new record market share of 14.2 per cent with value growth of nine per cent. Lidl also saw shoppers pick up more volume in store, up 4.6 per cent, contributing an additional €20.8m to overall performance. Aldi held 12 per cent market share, up 5.6 per cent. Increased store trips and new shoppers drove an additional €24.6m in sales.

(Pic: Getty Images)