Irish grocery shoppers are embracing the festive season early, with a focus on chocolate treats and bargain hunting. Despite grocery price inflation reaching 6.06%, a slight decrease from last month, Irish consumers are actively preparing for the holidays. Our latest data reveals a 5.5% increase in take-home grocery sales over the four weeks leading up to November 2, 2025. Despite rising prices, shoppers spent an additional €64 million on groceries, visiting stores more frequently and boosting overall sales by €5.8 million.
The festive spirit is in full swing, with Christmas ads and seasonal displays signaling the start of the countdown. Shoppers are already indulging, spending an extra €8 million on boxed chocolates compared to last month. Retailers, aware of the financial strain on households, especially with the upcoming budget, are emphasizing value for money through promotions. Nearly a quarter (22%) of all grocery sales are on promotion, a 5.9% increase from last year. This promotional activity is expected to intensify as we approach Christmas, likely extending into December.
Shoppers are seeking a balance between value and quality. Own-label products saw strong growth over the last 12 weeks, up 6.3%, with an additional €99 million spent on these ranges compared to last year. Premium own-label ranges, in particular, experienced a surge, growing by 15.3% and generating an additional €18.5 million in sales. Brands also maintained growth, albeit at a slower rate of 5.2% in the last 12 weeks, with Irish shoppers spending an extra €85.4 million on branded products.
Brands currently hold a 48.2% value share of the total market, the highest since February, indicating that shoppers are treating themselves in anticipation of Christmas. Own-label products account for 46.2% of the market share.
The festive season brings a unique dynamic, where shoppers seek both value and quality, not just the lowest prices. Many are finding a balance during the cost-of-living crisis by opting for retailers' premium own-label ranges as an affordable indulgence. Categories seeing growth include frozen fruit, low-alcoholic drinks, hot beverages, confectionery, chocolate, sweet spreads, and savory snacks, all outpacing the total market in the latest 12-week period.
In terms of retailer and channel performance, online sales continued to grow at a faster rate, increasing 6.4% year-on-year to capture a 5.6% value share of the market. Shoppers spent an additional €13.1 million online, aided by new customers contributing €5.8 million to overall performance, more than double the previous month. Over 18% of Irish households opted for online grocery shopping during this period.
Dunnes saw a market share increase to 24.6%, with sales growth of 6.1% year-on-year. Larger and more frequent trips added an additional €26.2 million to their performance.
Tesco holds 23.8% of the market, experiencing a 7.7% value growth year-on-year. Shoppers increased their store visits by 0.8%, along with new shoppers, contributing an extra €29.8 million to the grocer's performance.
SuperValu maintains a 19.4% market share, with growth of 4.1%. Consumers made the most shopping trips to SuperValu, averaging 24.1 trips over the latest 12 weeks. The retailer recruited new shoppers, adding an additional €11.4 million to their performance.
Lidl, with a 14% market share, achieved the fastest growth among all retailers at 9.6%. Lidl also saw an increase in store volume, up 2.1%, contributing an additional €9.5 million to overall performance.
Aldi holds 11.2% market share, a 3.8% increase. More store trips and new shoppers drove an additional €9.9 million in sales.
And here's where it gets interesting: with the focus on value and quality, how do you think retailers can further enhance their offerings to cater to the festive season's unique demands? Do you think the promotional strategies will be effective in attracting and retaining customers during this period? Share your thoughts in the comments!
