Dunnes Stores has overtaken SuperValu to become Ireland’s largest grocery retailer with a market share of 22.6%.

The figures from Kantar Worldpanel Ireland show the retailer increased its market share to 22.6% during the past 12 weeks to clinch the top spot, up from 22% this time last year.

Kantar Worldpanel Director David Berry said Dunnes’ strong performance was “largely down to its continued success in encouraging larger shopping trips via its ‘Shop & Save’ promotional campaign.

“Persuading shoppers to add one extra item to every basket – worth €3.20 on average – may not sound like much, but across the country this adds up to an additional €2.8 million each week.

Although SuperValu’s market share has fallen by 0.4% (from 22.8% to 22.4%) for the 12 weeks to the beginning of November, the Musgrave-owned group has seen a 2.3% year-on-year increase in sales.

Kantar said more shoppers have chosen to visit the retailer this year but they have also spent more, parting with an additional average of €0.80 per trip.

Tesco’s market share in the Irish retail grocery sector has fallen by 1% to 21.4% since last year.

However, the rate at which value sales at the British-owned retailer have been falling has reduced to 0.6%, while volume sales have risen when compared with last year.

Meanwhile, both of the main discount retailers continue to add to their respective market shares here.

Lidl’s share of the market has increased by 0.1% to 11.4%, with sales growth of 5.3%.

Aldi’s strong performance continues with sales growing by 6.6% year on year, leading to an increase in market share from 11.1% last year to 11.3% in the past 12 weeks.

Aldi has seen the biggest boost to its shopper numbers during the latest quarter with an extra 40,000 households visiting the retailer and also returning more often, according to Kantar.