Supermarkets in Ireland

PROSPECTS

Growth expected as retailers focus on quality and price

Supermarkets continued to see current value growth in 2019, along with growth in outlet numbers. However, growth is projected to be faster in the forecast period compared with the review period in current value terms.

Brexit could have a negative impact on supermarket players

Brexit could be the biggest challenge that will face the supermarkets channel in the coming years. The border with Northern Ireland means that the Republic of Ireland could be greatly impacted by any trade deal.

Supermarkets expected to focus on becoming more sustainable

Sustainability and the environment are expected to become important issues in supermarkets over the coming years, with retailers beginning to address these areas and making them an integral part of their strategies. Greater education is raising levels of awareness regarding the impact consumers’ consumption is having on their global footprint.

COMPETITIVE LANDSCAPE

Musgrave leads with its SuperValu brand, but Dunnes Stores sees higher growth

SuperValu from Musgrave remained the leading retail brand in supermarkets in terms of both outlet numbers and value sales in 2019. Although Musgrave continued to expand the SuperValu chain in Ireland, with three new outlets opened during the year, its share remained fairly static.

Competition for SuperValu from other players and other retail channels

Supermarkets remains a highly competitive category in Ireland. Strong players such as Tesco and Dunnes Stores compete with the leading retail brand SuperValu for share, with Iceland also seeing a rapid sales increase.

Iceland expands rapidly in Ireland

Iceland continued to see rapid expansion in Ireland in 2019, opening a further five outlets and seeing a double-digit increase in its retail value sales. In addition, the company has announced that it will become the first major retailer to eliminate plastic packaging from all private label products by 2023.

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