Irish shoppers bought more groceries and made more trips to supermarkets in the four weeks to 22 February compared to the same period last year.
The latest data from Worldpanel by Numerator shows take home grocery sales increased by 4.8%, while trip frequency grew by 5.7% over the four weeks.
Celebrations during the period included Valentine's day at home, Shrove Tuesday and The Six Nations Championship.
Eimear Faughnan, Head of Retail for Ireland at Worldpanel by Numerator, said February was a busy month of celebrations.
"The data indicates that Irish shoppers stocked up on their food and drink favourites to make the most of these events," said Ms Faughnan.
The latest figures show that over the latest 12 week period branded products have seen a boost in both value and volume growth.
Shoppers spent an additional €159 million on brands year on year, meaning branded goods hold more than half of the market, at 50.9%.
There was an additional €45.3 million spend on branded wine and chocolate confectionery indicating shoppers turned to known brands when indulging.
"Although shoppers are still feeling the pinch, this doesn't mean that they have stopped turning to brands they know and trust, which highlights just how much shoppers value familiarity," added Ms Faughnan.
Own label products however, also continued to perform strongly with year-on-year growth of 2.9%, and now holing 44.6% market share, down from 45.6% last year.
The strongest growth was seen in premium own label, with shoppers spending an additional €8.7 million on these ranges versus last year.
Products associated with Valentine's day saw increased spending by shoppers over the four weeks.
Value growth in confectionery chocolate increased by 21.5%, champagne and sparkling wine by 15.8% and wine by 31.3%.
Demand for low and no alcohol drinks also continued to rise, with spending on the category €2.2 million, up 46.1% on last year.
"While shoppers are still popping the cork on champagne, sparkling wine and wine, a rising focus on health and wellbeing is transforming what ends up in their glasses, with low- and no-alcohol options continuing to gain momentum," said Ms Faughnan.
Boxed chocolates, typically a popular Valentine’s Day gift, gained new shoppers, increasing by 4.5 percentage points.
Meanwhile, an extra €1.65 million was spent on fresh and frozen dine-in meals over the four weeks.
Sales of pancake ingredients such as lemons, berries and dessert sauces also featured heavily in shopper's baskets with Shrove Tuesday mid month.
The figures show shoppers also sought out convenience with 15% of households buying pre-made pancakes.
