Take-home value sales increased by 4.9% in Ireland over the four weeks to 23 February 2025, compared to the same period last year. This is according to the latest Irish grocery data from Kantar, which also examines how consumers’ habits have evolved since the pandemic, as the five-year anniversary of the first Covid-19 lockdown approaches.
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.
“In 2020, we couldn't have predicted the full extent of the Covid-19 pandemic's impact on all of our lives,” comments Emer Healy, Business Development Director at Kantar. “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. While 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.
Emer Healy adds: “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.”
Kantar points 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.”
Spending on promotion rose by 11.6% with shoppers spending an additional €92 million versus last year. Promotions now account for 23.9% of all sales going through the tills. Representing nearly half (45%) of all grocery value sales, own label products remain popular with sales jumping 3.8% versus last year as shoppers spent an additional €62.6 million on these ranges. Brands performed slightly ahead of the total grocery market growing by 5.6% compared to last year.
Bank holiday vibes and Valentine’s Day inspire shoppers
February was a busy month for Irish consumers who celebrated both the bank holiday weekend and Valentine’s Day. Love was in the air with shoppers spending an additional €14.4 million on chocolate and sweets and €4.2 million on wine as many celebrated at home. A box of chocolates continues to be the present of choice with sales jumping by 6.9% in February.
Shoppers also prepared for pancake day, stocking up on sweet spreads and spending an additional €1.3 million versus January.
Irish retail performance
Over the latest 12 weeks, Dunnes holds 24.6% market share, with sales growth of 6.9% year-on-year. Dunnes welcomed new shoppers to store and with existing shoppers picking up more per trip, this contributed a combined €18.2 million to its overall performance.
Tesco holds 23.9% of the market, with value growth of 6.5% year-on-year. New shoppers and increased trips to store contributed a combined €27.1 million to overall performance.
SuperValu holds 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 €41 million to its performance.
Lidl holds 12.8% market share, up 4.6%. New shoppers drove an additional €4.2 million in sales. Aldi holds 10.9% market share, up 4.7%, while more trips in- store drove an additional €9.5 million in sales.
