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Irish consumers have bought more than seven million pints more since the beginning of the summer than last year because of a prolonged heat wave and the World Cup of the Fifa in Russia combined to increase sales in Irish supermarkets.
Although blonde beer sales jumped more than 11%, bottled water rose 27% dramatically as consumers sought to stay hydrated in the heat.
And it's not just the fluids that have proved popular with Irish consumers. The most recent figures from Kantar Worldpanel's food market, covering the 12 weeks up to mid-July, show that sales are increasing by 3.1%
"A number of factors may have affected the rise in bottled water sales in Ireland, particularly recent weather conditions, speculation surrounding water shortages and the ban on this month's watering hose. ", said Douglas Faughnan, director of consumption at Kantar.
Irish consumers have purchased bottled water 1.8 million times more in the last 12 weeks compared to the same period last year, which contributed to the sales growth of more than a quarter
Soda water sales, which increased by one third of the rate of 39, stagnant water, have been repressed by retailers and manufacturers.
The Peri The 12-week ode was also marked by an 11.6% increase in total lager sales. percent – or the equivalent of seven million additional pints – compared to the same period last year, the number of consumers having increased and consumers having purchased larger amounts than usual .
"While the heat has boosted blonde beer sales, the recent World Cup in Russia," said Faughnan. "Despite the badociation of Ireland and beer, it's the lager that's leading the way: 42.4% of households have bought beer at least once in the last 12 years weeks. "
Tesco 's strong performance continued in the first half of the summer. He was the only retailer to increase his market share this period, now accounting for 22.5 percent of grocery sales in Ireland.
Grillin & # 39; and Chillin & # 39;
While the number of shoppers continues to plummet at most retailers, in-store marketing activity is playing an increasingly important role in the spending of existing shoppers.
Tesco's extensive "Grillin & Chillin" advertising campaign put great pressure on major barbecue items, and products such as ice cream, chilled poultry and hamburgers all registered good results. more items in their baskets on each trip.
SuperValu achieved its best performance since October 2016, with overall sales up 2.6 percent to a market share of 21.9 percent.
The retailer traditionally behaves well in the summer categories because its network of stores is well stocked for customers who shop more frequently during the barbecue season. This year, refrigerated hamburgers, fresh fish and lamb recorded double-digit growth.
Dunnes Stores now accounts for 21.2% of grocery sales in Ireland, due to a 1.9% sales growth this year. period.
Meanwhile, Germany's Lidl and Aldi supermarkets accounted for 11.9% and 11.5% respectively of the market, with sales growth in the last 12 weeks of the Kantor Worldwide survey.
Aldi was the only retailer to show a slight increase in the number of consumers this period, the impact of its current "Swap & Save" campaign potentially contributing to increased consumer penetration.
Lidl published figures suggesting that Irish consumers take full advantage of good weather. Barbecuing was popular, as evidenced by the sale of 4.8 million Irish beef burgers from Lidl, as well as five million burger rolls and 1.6 million bags / bowls of salad. Some 4.8 million ice packs were sold, 5.3 million strawberries and 295,000 liters of Irish cream. Lidl customers in Ireland bought 38 million ice cubes to cool beverages during the hot season while Lidl also sold more than 390,000 liters of its own brand Cien sunscreen.
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