Warmer weather, longer days and time spent outdoors is driving consumer spending, according to our latest grocery data. Take-home value sales in Ireland over the four weeks to 18 May 2025 increased by 6.6% compared to the same period last year. During May, shoppers were in-store an average of 22.3 times, contributing an additional €17 million to the market’s overall performance.
Grocery price inflation currently stands at 4.96% compared to the same 12-week period last year. Inflation has increased 2.4 percentage points since the same time last year.
Rising prices are influencing both sales performance and consumer behaviour. Although households have been adjusting their spending for some time now, what we’re seeing is a clear ‘tipping point’ when inflation goes above 3% to 4%. This is when shoppers really start to feel it in their wallets, and they change their behaviour.
As a result, supermarkets are having to be more creative in the way they attract shoppers in-store and online – offering quality products at the right price.
Shoppers spent an additional €124 million on promotional lines over the last 12 weeks compared to the same period last year, which recorded the highest share of packs on promotion over 22%; the highest level since May 2021. While the total promotional market grew by 17.6%, key categories including table sauces, skin care, deodorant, soft drinks, frozen confectionery and chocolate all grew ahead of this with double digit growth.
Despite the added pressure on household budgets, Irish shoppers continue to prioritise quality. This is evident with both brands and own label performing strongly – up 5.6% and 5.2% respectively – with shoppers spending an additional €174m on these ranges compared to last year.
Brands still hold a higher value share of the total market at 47.4%, compared to own label with 47.1% value share. With double digit growth (+12.6%) over the 12 weeks, premium own label continues to grow faster than the market as a whole (+6.1%). Premium own label currently holds 4.1% value share of the total market compared to 3.9% last year.
Shoppers bring out the BBQ as temperatures rise
Irish shoppers enjoyed a warm and sunny start to May. With many firing up the BBQ and dining alfresco for the first time this year, shoppers spent an additional €14 million on typical summer fare, including sausages, coleslaw, antipasti, potato salad, non-alcoholic drinks, fabs & mixers, pickles, beer & cider and ice cream. With shoppers taking full advantage of the sunshine, we saw an additional €50,000 spent on suncare compared to this time last year.
Retailer and channel performance
Total online holds 6% value share of the market with sales rising by 8% year-on-year and shoppers spending an additional €15.9 million through this channel. Over the latest 12-week period, shoppers purchased their groceries more often online, up by 10.4%, contributing €20.3 million to its overall performance.
During the latest 12-week period, Dunnes holds 23.8% market share, with sales growth of 7.2% year-on-year. Dunnes shoppers picked up more volume per trip, up 0.7% alongside making more frequent trips, up 1.8%, which contributed a combined €20.2 million to their overall performance.
Tesco holds 23.3% of the market, with value growth of 7.1% year-on-year. Shoppers increased their trips to store by 5.3%, which contributed €41.3 million to overall performance.
SuperValu holds 20.3% of the market with growth of 5.4%. Consumers made the most shopping trips to this grocer, averaging 24.9 trips over the latest 12 weeks, helping to contribute an additional €38.9 million to its performance.
Lidl holds 13.8% market share up 6.3%. Larger trips drove an additional €12.9 million in sales. Aldi holds 11.7% market share, up 6.8%. Increased trips to store and new shoppers drove an additional €24.2 million in sales.
