The All-Ireland series, Euro 2024 and start of the Olympics were factors in northern consumers spending an extra £7.4 million on supermarket beer last month, industry monitor Kantar has said.
The latest release from the data insights company analysed the four weeks ending August 4 2024, a period which included England’s run to the final of Euro 2024 and Armagh’s victories over Kerry and Galway to lift Sam Maguire for the first time since 2002.
The period also included the blockbuster conclusion to the All-Ireland senior hurling championship and the opening week of the Paris Olympics.
Alongside the £7.4m year-on-year increase on beer and lager, Kantar estimate northern shoppers spent £3.4m more on crisps, an additional £3.5m on mineral water, and an extra £2.9 million on ice cream, compared to the same four week period last year.
Emer Healy, business development director at Kantar, said the additional spending was likely down to the month filled with sports and some long-awaited sunshine.
“In the year up to August 4 2024, £4.25 billion ran through the tills, up 5.6% year-on-year, which is an additional £223.6m compared to last year.
“Take-home grocery sales grew as shoppers visited stores more frequently, alongside slight increases in volume per trip, contributing a combined £20.9 million to overall performance.”
Kantar said grocery inflation in Northern Ireland eased for the 11th consecutive month to 6.65%, a level last seen in October 2022.
“Although inflation levels are falling, they remain high, and consumers in Northern Ireland are still facing significant pressures on their household budgets, making the landscape as competitive as ever,” added Ms Healy.
“Retailers continue to emphasize own-label lines and promotions to attract shoppers through the door.
“Own-label products are growing just behind the total market at 5.1% year-on-year, with shoppers spending an additional £89.6m on these ranges compared to last year,” she said.
“Brands grew slightly ahead of the market at 6.5% year-on-year and hold a 54.5% share of the market by value.
“Over 22% of sales were made through a promotional offer, a level not seen since October 2020.”
Tesco retained its status as the north’s largest grocer with a 35.5% share of the market, ahead of Sainsbury’s (16.9%), Asda (16.3%) and Lidl (9.2%).
Kantar said Tesco welcomed more frequent trips which contributed an additional £101.5m (7.3%) to its performance in the 52 weeks to August 4 2024, just ahead of Sainsbury’s, which recorded an additional £101.4m, up 7.7% year-on-year, the sharpest increase of the major grocers.
Asda enjoyed a £49.6m (7.5%) annual uplift, while Lidl saw more modest growth of 5.3%, an annual increase of £3.9m.
