NCA Price Comparison Survey - September 2008
Background
- Data gathered over one day on 28 August 2008.
- Known special offers are excluded and the price re-adjusted upwards (e.g. product with 33% price reduction was increased to 100% price); products with x% extra free did not have prices adjusted.
- 13 stores visited - 1 each from Tesco, Dunnes Stores and Superquinn; 1 each from Aldi and Lidl; 2 each from Supervalu, Eurospar, Spar and Centra.
- Multiples / Aldi / Lidl operate national pricing;
- Supervalu has pricing guidelines and very little variation across 2 stores visited.
- Survey based solely on price from the SEL (shelf edge label) - quality, convenience, traceability, environmental issues / food miles, customer service, store presentation / ambience etc not considered.
The table numbers below refer to accompanying worksheets in the corresponding Excel files (see end of this page).
Results branded
Total of 83 branded goods (largely based on AC Neilson Top 100 published in Checkout magazine) surveyed across 11 stores (3 multiples and 2 each from Supervalu, Eurospar, Spar and Centra - (Aldi and Lidl not included in branded survey).
Main findings
- Minimal difference between the 3 multiples - variation of €0.73 (0.3%) across a basket of 72 items.
- Dunnes Stores cheapest €242.51: Superquinn dearest €243.24.
Branded Table 1
- Dunnes Stores: €242.51 (Rank 1)
- Tesco: €243.18 (Rank 2)
- Superquinn: €243.24 (Rank 3)
June 08 returns showed a variation of €2.05 (0.8%) across basket of 75 items - Dunnes Stores cheapest €251.11 : Superquinn dearest €253.16.
December 07 returns showed a variation of €1.91 (1.02%) across a basket of 61 products. Dunnes Stores cheapest Superquinn dearest.
The Supervalu stores selected competed well against the multiples - across a basket of 64 common items Dunnes were the cheapest (€213.64) compared to the dearest Supervalu (€217.14) with a price differential of €3.50 or 1.6%.
Branded Table 2
- Dunnes Stores: €213.64 (Rank 1)
- Tesco:€214.31 (Rank 2)
- Superquinn: €214.34 (Rank 3)
- Supervalu Wicklow: €217.14 (Rank 5)
- Supervalu Dublin Sth: €215.57 (Rank 4)
Symbol Groups: The Spar stores on a basket of 34 items, a variation of €28.16 (22.2%) between the cheapest multiple (Dunnes Stores) (€126.57) and the dearest Spar (€154.73) - there was a variation of €9.51 (6.5%) difference between the Spar stores.
Branded Table 3
- Dunnes Stores: €126.57 (Rank 1)
- Tesco: €127.50 (Rank 2)
- Superquinn: €127.51 (Rank 3)
- Spar Cavan: €145.22 (Rank 4)
- Spar Dublin Sth: €154.73 (Rank 5)
Eurospar: on a basket of 62 items. - variation of €18.35 (8.8%) between cheapest multiple (Dunnes Stores) (€209.17) and dearest Eurospar (227.52) Dublin Nth. 10 products out of 62 were the same price in the multiples and the Eurospars. 30 products were the same price across the Eurospars. €3.38 (1.5%) difference between the Eurospars
Branded Table 4
- Dunnes Stores: €209.17 (Rank 1)
- Tesco: €210.28 (Rank 3)
- Superquinn: €209.80 (Rank 2)
- Eurospar Kildare: €224.14 (Rank 4)
- Eurospar Dublin Nth: €227.52 (Rank 5)
Comparison between the main non-multiple outlets (Supervalu / Eurospar), on a basket of 59 items, all Eurospar stores were more expensive. Supervalu in Dublin South is cheapest (€199.65) and the Eurospar in Dublin North dearest at €215.70 - variation of €16.05 (8%)
Branded Table 6
- Supervalu, Wicklow: €202.09 (Rank 2)
- Supervalu Dublin Sth: €199.65 (Rank 1)
- Eurospar Kildare: €212.30 (Rank 3)
- Eurospar Dublin Nth: €215.70 (Rank 4)
Centra stores on a basket of 61 common items, variation of €13.09 (6.3%) between the cheapest multiple (Dunnes Stores) (€208.08) and dearest Centra store (€221.17) - variation of €6.07 (2.8%) between the Centra Stores.
Branded Table 5
- Dunnes Stores: €208.08 (Rank 1)
- Tesco: €209.09 (Rank 2)
- Superquinn: €209.31 (Rank 3)
- Centra Laois: €215.10 (Rank 4)
- Centra Dublin Nth: €221.17 (Rank 5)
Trends Branded: In general, for Dunnes, Tesco and Superquinn the basket of goods increased from December 2007 to August 2008.
From December 2007 to June 2008 Dunnes recorded an increase of €4.14 (2.71%), Tesco recorded an increase of €3.89 or 2.6% Superquinn (€2.09 or 1.47%).
From June to August the level of the increase slowed or a decrease occurred. Tesco increased (€1.07 or 0.7%). Superquinn and Dunnes recorded decreases of €0.48, 0.3% and €0.99, 0.6%.
See Appendix 1 below for details.
Results Own Brand
Total of 82 own brand goods surveyed across 6 stores - (Tesco, Dunnes Stores, Supervalu (2), Aldi and Lidl).
Mid range offerings from multiples compared with Aldi and Lidl - some products excluded as no mid range available.
Direct comparisons are difficult as weights / sizes not standardised in many own brand products - NCA adjusted prices to sizes/weights most commonly available [65 products adjusted - dtls on own-brand Master Table - e.g. 300g biscuits priced as 400g; rice krispies/snaps 500g prices as 440g].
Superquinn excluded from analysis given low number of own brand matches.
Main findings
- Multiples are narrowing the gap with Aldi and Lidl
- Lidl / Aldi / Dunnes Stores / Tesco - Lidl (€39.68) cheapest and Dunnes Stores (€53.14) are dearest on a basket of 34 items - variation of €13.46 (33.9%).
Own Brand Table 6
- Aldi: €42.62 (Rank 2)
- Lidl: €39.68 (Rank 1)
- Dunnes: €53.14 (Rank 4)
- Tesco: €49.15 (Rank 3)
June 08 = Lidl (€30.13) Dunnes Stores (€40.96) dearest by €10.83 (35.9%) - 27 items.
December 07 = Lidl (€19.07) Tesco (€30.38) dearest by €11.31 (59.3%) - 19 items.
Difference between Lidl and Aldi. Lidl (€71.36) cheapest with Aldi (€73.63) dearer by €2.27 (3.2%) on a basket of 50 items.
June 08 = Lidl (€75.99) Aldi (€78.80) dearest by €2.81 (3.7%) - 50 items
December 07 = Lidl (61.17) Aldi (€71.45) dearest by €10.28 (16.8%) - 48 items.
Difference between Tesco / Dunnes Stores with Tesco (€53.69) being €3.32 (6.2%) cheaper than Dunnes Stores (57.01) across a basket of 36 items.
June 08 = Tesco (€60.47) Dunnes Stores (€61.96) dearest by €1.49 (2.46%) - basket of 38 items.
December 08 = Tesco (€50.96) Dunnes Stores(€51.52) dearest by €0.56 (1.1%) - 32 items.
Lidl / Aldi / Tesco: Difference of €7.39 (13.3%) between Lidl (€55.69) and Tesco (€63.08) on a basket of 43 items.
Own Brand Table 3
- Aldi: €58.78 (Rank 2)
- Lidl: €55.69 (Rank 1)
- Tesco: €63.08 (Rank 3)
June 08 = Lidl (€61.75) Tesco (€71.95) dearest by €10.40 (16.9%) - 44 items
December 07 = Lidl (€57.82 Tesco (€87.89) dearest by €30.07 (52%) - 44 items.
Lidl / Aldi / Dunnes Stores: Difference of €11.07 (28.9%) between Lidl (€38.30) and Dunnes Stores (€49.37) on a basket of 33 items.
Own Brand Table 4
- Aldi: €40.21 (Rank)
- Lidl: €38.30 (Rank)
- Dunnes: €49.37 (Rank)
June 08 survey = Lidl (€32.77) Dunnes Stores (€44.09) dearest by €11.32 (34.5%) - 29 items.
December 07 = Lidl (€30.68) Dunnes Stores (€47.85) dearest by €17.17 (56%) - 28 items.
Lidl / Aldi / Supervalu: basket of 31 items in common - €14.03 (37.7%) between Lidl (€37.18) and dearest Supervalu Dublin South (€51.21).
Own Brand Table 5
- Aldi: €39.04 (Rank 2)
- Lidl: €37.18 (Rank 1)
- Supervalu Wicklow: €50.79 (Rank 3)
- Supervalu Dublin Sth: €51.21 (Rank 4)
June 08 = Lidl (€21.94) Supervalu Dublin South (€28.88) dearest by €6.94 (31.6%) - 20 items.
December 07 = Lidl (€31.95 Supervalu, Limerick (€46.27) dearest by €14.32 (44.8%) - 26 items.
Tesco / Dunnes Stores / Supervalu: basket of 28 items in common - difference of €5.41 (13.4%) with Tesco being the cheapest (€40.05) and Supervalu Dublin South the dearest (€45.46).
Own Brand Table 7
- Dunnes: €42.79 (Rank 2)
- Tesco: €40.05 (Rank 1)
- Supervalu: €45.24 (Rank 3)
- Supervalu: €45.46 (Rank 4)
June 08 = Tesco (€25.53) Supervalu Waterford (€27.25) dearest by €1.72 (6.7%) basket of 19 items
December 07 = Supervalu, Dublin South (€31.32) Tesco (€31.89) dearest by €0.57 (1.8%) - 21 items
Trends Own Brand: Overall, for Dunnes, Tesco, Aldi and Lidl the basket of goods increased from December 2007 to June 2008. Aldi €3.51, 4.9%. Lidl €2.14, 3.34%. Dunnes €1.73, 4.42%. Tesco €2.58, 4.77%.
From June to August a decrease occurred for all stores. Tesco €2.54, 4.48%. Aldi €2.84 3.78%. Dunnes €1.23, 3.01%. Lidl €0.80, 1.21%.
Note that for Aldi and Lidl some products selected do not have the same brand name over all survey dates.
See Appendix 2 below for details.
Appendix 1: Price Survey Trends Branded Goods
Also see Branded Trend Tables.
Dunnes Stores:
Total of 57 Items across 3 surveys in December 07, June and August 08
Total Basket in August 2008 =€155.98
From December 07 to June 08
Increase of €4.14, 2.71%
29 items increased in value, 7 items decreased in value
From June to August 08
Decrease of €0.99 or 0.6%
2 items increased in value, 3 items decreased
Overall From December 07 to August 08
Increase of €3.15 or 2.06%
28 items increased in value, 7 items decreased
Tesco:
Total of 54 Items across 3 surveys in December 07, June and August 08
Total Basket in August 2008 =€ 151.77
From December 07 to June 08
Increase of €3.89, 2.6%
28 items increased in value, 6 items decreased in value
From June to August 08
Increase of €1.07 or 0.7%
2 items increased in value, 1 items decreased
Overall From December 07 to August 08
Increase of €4.91 or 3.34%
27 items increased in value, 6 items decreased.
Superquinn:
Total of 56 Items across 3 surveys in December 07, June and August 08
Total Basket in August 2008 =€ 143.85
From December 07 to June 08
Increase of €2.09, 1.47%
27 items increased in value, 9 items decreased in value
From June to August 08
Decrease of €0.48 or 0.3%
9 items increased in value, 7 items decreased
Overall From December 07 to August 08
Increase of €1.61 or 1.13%
26 items increased in value, 14 items decreased
Appendix 2: Price Survey Trends Own Brand Goods
Also see Own Brand Trend Tables
Aldi:
Total of 46 Items across 4 surveys in December 07, June, July and August 08
Total Basket in August 2008 =€72.23
From December 07 to June 08
Increase of €3.51, 4.9%
17 items increased in value, 0 items decreased in value
From June to August 08
Decrease of €2.84 or 3.78%
1 items increased in value, 10 items decreased
Overall From December 07 to August 08
Increase of €0.67 or 0.94%
19 items increased in value, 7 items decreased
Lidl:
Total of 41 Items across 4 surveys in December 07, June, July 08 and August 08
Total Basket in August 2008 =€65.46
From December 07 to June 08
Increase of €2.14, 3.34%
17 items increased in value, 5 items decreased in value
From June to August 08
Decrease of €0.80 or 1.21%
1 items increased in value, 5 items decreased
Overall From December 07 to August 08
Increase of €1.34 or 2.09%
17 items increased in value, 7 items decreased
Dunnes Stores:
Total of 38 Items across 4 surveys in December 07, June, July and August 08
Total Basket in August 2008 =€39.67
From December 07 to June 08
Increase of €1.73, 4.42%
9 items increased in value, 3 items decreased in value
From June to August 08
Decrease of €1.23 or 3.01%
0 items increased in value, 6 items decreased
Overall From December 07 to August 08
Increase of €0.50 or 1.28%
8 items increased in value, 5 items decreased
Tesco:
Total of 39 Items across 4 surveys in December 07, June, July and August 08
Total Basket in August 2008 =€54.15
From December 07 to June 08
Increase of €2.58, 4.77%
18 items increased in value, 4 items decreased in value
From June to August 08
Decrease of €2.54 or 4.48%
0 items increased in value, 10 items decreased
Overall From December 07 to August 08
Increase of €0.04 or 0.07%
15 items increased in value, 10 items decreased
Downloads
Download the following detailed data from the survey:
Read the press release about the survey