- Retailer reveals sales of €3.237 billion in 2021; sustained growth in online shopping service following 2020 demand surge
- SuperValu launches new food experience; significant investment to roll out innovative design and transformed, sustainable customer experience
Ireland’s leading grocery retailer, SuperValu, achieved sales of €3.237 billion in 2021 as it increased weekly customers to 2.7 million during the year. The robust sales performance was driven by larger weekly shops, the success of own brand products and the demand for online and home delivery services.
Today, SuperValu also launched its new food experience, as evidenced at its Dublin flagship store in Knocklyon, a leading exemplar of the future of retail that revolutionises the grocery shopping with a transformed food and enhanced sustainable experience.
During 2022, SuperValu will invest more than €35 million in approximately 50 stores, in addition to the €23 million deployed last year to revamp and refresh 42 outlets across its retail estate. 2022 will also see SuperValu continue to grow its nationwide presence, creating at least 150 jobs and adding to its existing 223 stores. SuperValu currently employs approximately 16,000 people.
SuperValu’s new food experience-based store allows customers to enjoy easier and simpler grocery shopping, combined with more sustainable choices. From the point of entry, customers experience the taste of local range, to plant-based alternatives, as well as a home eco-range. The state-of-the-art store provides customers with new innovative delicatessen, bakery, meal solutions and fresh food offerings alongside the Happy Pear and Donnybrook Fair ranges.
SuperValu’s store in Knocklyon, also operates on 100% green electricity and runs on LED lighting made from recycled CD’s which uses 60% less energy than standard systems.
The newly revamped store in Knocklyon is one of 44 SuperValu stores in Dublin, nine of which benefited from a €10 million investment during 2021. SuperValu has seen continued growth in Dublin, driven by investment in its store network and the success of its convenience offering, including its Freshly Prepared By and assembled meals.
Speaking about the brands 2021 performance, SuperValu Managing Director Ian Allen said: “SuperValu experienced another successful year of trading during 2021, delivering strong sales as we continued to invest in and expand our retail footprint and online offering. As we look to the year ahead, together with our valued retail partners, we plan to further cement our leadership position by continuing to offer even more great value, support local producers, investing in technology and food innovation, enhancing our reputation for quality and inspiring food and delivering the best customer experience in the market. We also look forward to rolling out our new food experience model across our retail estate for customers to enjoy.
“At the heart of what we do is delivering the best value and exceptional quality Irish products to our customers and our continued investment is evidence of this. As our shoppers are faced with increasing costs from rising inflation, value is top of mind for consumers at the moment and our focus remains on delivering the best combination of quality food, value and customer service in the market.”
A key trend in 2021 was the continued growth in SuperValu’s online shopping service, with sales representing a 10% increase on the prior year demand surge (2020: 173%) and an additional 130,000 new customers using the service. The sustained growth in online is in response to changing consumer demands, as consumers adjusted to new hybrid routines, with an increased focused on convenience.
Separately, SuperValu also invested significantly during 2021 in its Real Rewards loyalty offering, growing its total membership base to 1.2 million. As part of its continued commitment to ensuring value for its customers, SuperValu plans to introduce over 1,000 new own brand products to its existing range of 5,000 products as a direct response to consumer demand for value, high quality and healthier food.
SuperValu’s Food Academy which supports 290 Irish food and drink producers across all 52 weeks of the year recorded sales of €30 million in 2021, up 47% on the prior year. Food Academy producers have sold a combined €200 million of produce in SuperValu since 2013. The Food Academy programme is in conjunction with Bord Bia and the Local Enterprise Offices and provides start up food and drink producers an opportunity to get their products on SuperValu shelves.
Speaking about SuperValu’s commitment to local communities, Ian Allen added: “We want to continue to play our role in supporting our customers to purchase locally sourced products and make more sustainable choices. At the same time, we are proud to give back to the communities we serve. From our sponsorship of TidyTowns and partnership with the GAA, to providing autism-friendly shopping events, we aim to do our bit to build thriving, sustainable communities for the people that support us.”
Last month, SuperValu launched its Save The Bees Campaign in partnership with the All-Ireland Pollinator plan. The initiative will see SuperValu work with schools and communities across Ireland to help educate people on the very real and current threat facing Ireland’s Bees. This follows on from SuperValu’s commitment in 2021 to increase participation among people from diverse backgrounds in GAA sports by 30% by 2025.