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Bord Bia Irish Monthly Retail Report Data to 29Th December 2019 Grocery Market Headlines Market Overview

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Bord Bia Irish Monthly Retail Report Data to 29Th December 2019 Grocery Market Headlines Market Overview Bord Bia Irish Monthly Retail Report Data to 29th December 2019 Grocery Market Headlines Market Overview The total market is +2.8% (pack volume terms) in the last 12 weeks, and up +1.5% in value terms. Average Spend per Buyer is up +0.3% while Frequency declined by -0.03% also Spend per Trip has experienced an increase YoY of +€0.10. Top 5 retailer’s Performance SuperValu is in third Dunnes remains in SuperValuTesco is in is second second Aldi grows Lidl has 10.9% place in share terms first place position placeplace in atshare 21.6%, terms strongly at 6.3% share and is at 21.8% and is at 23.6%, as sales increasingat 22.0% salesand is by with a market growing at growing at grow at +4.1% +1.7%growing YoY. at share of 11.3%. +5.3%. +1.4%. +0.1%. th Kantar Data: 12 w/e to 29 December 2019 2 Kantar Data to 29 December 2019 ROI Grocery Market value sales are in growth across 52we by +3.0% and across 12we by +1.5%. Ambient Groceries and Total ROI Grocery Market Household are in growth across ROI Total volume(packs) sales are in all time periods. Grocery growth across 52we by +2.4% and across 12we by +2.8%. Grocery Value Sales are in growth across 52, 12 and 4 week ending periods. Kantar Data: 12 w/e to 29th December 2019 3 Household experiences a +4.6% YoY increase in value sales. Alcohol on the other hand experiences a volume sales decline of -8.8% YoY. 12w Total Grocery – 29th December 2019 12w Value Share & YoY Change 12w Volume (Packs) Share and YoY Change 43.8% -0.7% Fresh & Chilled 35.8% -0.9% 30.3% +1.8% Ambient 26.8% +0.6% 10% -5.1% Alcohol 3.9% -8.8% 6.3% +4.6% Household 24.1% +2.3% 4.5% +0.6% Frozen 2.2% -2.2% 4.0% +1.1% Toiletries 6.7% +1.6% th Kantar Data: 12 w/e to 29 December 2019 4 The number of on shelf packs on promotion has increased YoY to 31.5%. LAST YEAR 40 35 30 25 20 15 10 5 0 th Kantar Data: 12 w/e to 29 December 2019 5 Consumer Behaviour 6 Household spending is up in the most recent 12 w/e period. 12w Total Grocery – changes in consumer shopping behaviour Weighted Average Buying Frequency Average 62.8 61.6 61.6 frequency is flat. 12 w/e 31 Dec 17 12 w/e 30 Dec 18 12 w/e 29 Dec 19 Weighted Average Spend per Buyer (Euros) 12w spend per €1,581 €1,586 HH is up €1,543 (+0.3%) 12 w/e 31 Dec 17 12 w/e 30 Dec 18 12 w/e 29 Dec 19 Weighted Avg Spend per Occasion (Euros) Average basket €25.70 €25.80 spend is up €24.60 (+0.3%) 12 w/e 31 Dec 17 12 w/e 30 Dec 18 12 w/e 29 Dec 19 th Kantar Data: 12 w/e to 29 December 2019 7 Branded contributes the most to Total Market, driven primarily by Dunnes and SuperValu. 12w Total Grocery – retailer branded vs PL value sales change YoY €000s Branded Private Label 4,531 4,429 33,343 10,127 Growing Sales 15,911 11,045 7,006 6,982 8,826 2,293 Losing Sales -4,573 -6,817 -2,422 -1,892 Total Market Tesco SuperValu Dunnes Aldi Lidl Total Symbols th Kantar Data: 12 w/e to 29 December 2019 8 Branded grows its value share, increasing it to 50%. 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e w/e 31 28 25 25 22 20 17 15 Jul 12 09 07 04 02 30 27 24 24 21 19 16 14 Jul 11 08 06 03 01 29 Dec Jan Feb Mar Apr May Jun 18 Aug Sep Oct Nov Dec Dec Jan Feb Mar Apr May Jun 19 Aug Sep Oct Nov Dec Dec 17 18 18 18 18 18 18 18 18 18 18 18 18 19 19 19 19 19 19 19 19 19 19 19 19 Branded Private Label No Brand Name th Kantar Data: 12 w/e to 29 December 2019 9 RETAILER PERFORMANCE 10 Dunnes remains the market leader at 22.6% market share. Aldi shows the highest growth in YoY sales at 10.4%. 52w Total Grocery – Retailer Value % YoY 52w– Retailer Value Sales Change % 52 w/e 30 Dec 18 5.5 52 w/e 29 Dec 19 10.4 5.3 1.0 0.9 th Kantar Data: 12 w/e to 29 December 2019 11 Dunnes remain the market leader with a 23.6% market share. Aldi is showing considerable growth at +6.3% YoY followed by Lidl at 5.3%. 12w Total Grocery – Retailer Value % YoY 12w– Retailer Value Sales Change % 12 w/e 30 Dec 18 5.3 12 w/e 29 Dec 19 6.3 4.1 1.4 0.1 th Kantar Data: 12 w/e to 29 December 2019 12 All retailers apart from SuperValu makes gains in volume. Aldi leads the way and is up by +7.6%. Dunnes are the next in line and are up by 4.1%. 52w Total Grocery – Retailer Volume Share (Packs) % YoY 52w– Retailer Volume Sales Change % 52 w/e 30 Dec 18 52 w/e 29 Dec 19 3.5 7.6 4.1 -0.1 1.4 th Kantar Data: 12 w/e to 29 December 2019 13 Tesco hold the largest share in volume at 22.6%. However, all retailers have grown their volume pack share with Aldi seeing the largest growth up by 5.5%. 12w Total Grocery – Retailer Volume Share (Packs) % YoY 12w– Retailer Volume Sales Change % 12 w/e 30 Dec 18 12 w/e 29 Dec 19 4.9 5.5 4.2 3.0 2.8 th Kantar Data: 12 w/e to 29 December 2019 14 Shopper Penetration +0.0ppt -1.3ppt +0.9ppt +0.1ppt -0.1ppt Purchase Frequency +3.5% +0.2% +1.6% -1.5% +4.0% Spend per trip -€1.26 +€0.49 -€0.03 +€0.91 +€0.31 th Kantar Data: 12 w/e to 29 December 2019 15 Tesco, Dunnes, and Aldi grow in frequency this latest period. Dunnes and Aldi are still winning in biggest trips, but Lidl and SuperValu have seen growth. % PENETRATION FREQUENCY 12 w/e 30 Dec 18 12 w/e 30 Dec 18 Tesco SuperValu Dunnes Aldi Lidl Total Symbols Total Outlets Tesco SuperValu Dunnes Aldi Lidl Total Symbols 12 w/e 30 Dec 18 12 w/e 29 Dec 19 TRIP SPEND PACKS PER 12 w/e 30 Dec 18 12 w/e 29 Dec 19 Total Outlets Tesco SuperValu Dunnes Aldi Lidl Total Symbols Total Outlets Tesco SuperValu Dunnes Aldi Lidl Total Symbols 12w Total Grocery – retailer KPI’s 16 Kantar Data: 12 w/e to 29th December 2019 Lidl is gaining switch spend from all other retailers this period, while Tesco loses to most others. SuperValu sees their biggest loss to Dunnes. 12w Total Grocery – retailer switching 20000.0 15000.0 All Others 10000.0 Lidl SWITCH GAINS SWITCH 5000.0 Aldi 000) € 0.0 Dunnes -5000.0 ( Value SuperVal -10000.0 u SWITCH LOSSES SWITCH Tesco -15000.0 -20000.0 Tesco SuperValu Dunnes Aldi Lidl All Others 17 Kantar Data: 12 w/e to 29th December 2019 +1.4% +4.1% +0.1% Going Well - Bigger trips (increased packs - Gaining market share YOY - High volume growth each trip) - More frequent trips - Increased frequency - High volume growth - Increased penetration - Maintained penetration nd - Lowering prices - Maintained highest share of market - Moved to 2 highest market share this - Increased frequency period Could do Better - Losing market share YOY - Packs per trip plateaued - Decrease in trip size - Moved to 3rd highest market - Prices remain relatively - Losing market share YOY share this period unchanged - Significant drop in average - Decreased penetration price paid 12w Total Grocery – retailer scorecard18 Kantar Data to 29 December 2019 +6.3% +5.3% Going Well - Highest growth among all major retailers - High growth in value and volume - Increase in frequency - Gaining market share YOY - Bigger trips - Increased penetration - Bigger trips Could do Better - Slight decrease in penetration - Slightly increased average prices - Average price per pack has increased - Decline in frequency 12w Total Grocery – retailer scorecard 19 Kantar Data to 29 December 2019 Key Findings In a highly competitive market, Dunnes have come out on top as market leader. The Discounters have continued to show strong growth, while Tesco and SuperValu have lost YoY market share. Shoppers are increasing the amount they are buying. Lidl have performed strongly in terms of gaining switch spend from all retailers. The Trolley shop becomes less Shoppers are spending more on important as growth is their trips this period. driven by specific missions Lidl show the strongest gains in penetration, followed by Dunnes while Tesco and Aldi increase frequency. 20 Kantar Data: 12 w/e to 29th December 2019 Key Takeout's Promotions Brands Volume/Packs per Trip Overall, we are seeing brands In the most recent 12 week Promotions are seen to have an contribute largely to the total period, packs per trip increased increased in the latest 12 weeks.
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