Supermarkets losing alcohol volume

Take-home alcohol sales (of which the larger multiples account for majority of spend) experienced a slight growth in value of 1.5% in the year to September 14th, mainly as a result of ongoing inflation in the alcohol market, according to Kantar Worldpanel’s latest quarterly report, with the average price per litre increasing by 17 Cent over the same period. And shoppers have been responding to these increasing price pressures by purchasing less volume.

Based on the latest 12-week period ending September 14th, shoppers are now making fewer trips out for alcohol and putting less in their basket on each trip.

“Wine has been hit the strongest in terms of volume and trips but shoppers have also been purchasing cider on fewer occasions than the same 12-week period last year,” reports Kantar Worldpanel, “Beer on the other hand has been doing well, with shoppers going on more trips to purchase beer and buying more on each of these trips. This is despite a decrease in the amount of promotions for beer versus this time last year.” 

Aldi has been the top-performing retailer in terms of sales, experiencing close to a 40% increase on this time last year. It has also gained 2.6 share points, attracted over 40,000 new shoppers and now holds 11.1% of market sales. Lidl has gained share too, up 0.4 share points. However, it has been overtaken by Aldi in terms of percentage of market sales.


Dunnes has gained 1 share point and is now the top-performing multiple. Volume per buyer has increased after strong promotional activity which has also driven more shoppers to the store.


Tesco continues to struggle with value sales down 9% and less shoppers buying alcohol in the store. It’s also interesting to note that alcohol promotional activity in Tesco has decreased by almost 25% from this period last year.



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