SuperValu revealed as Ireland’s most convenient supermarket

Gamma, the location intelligence services provider, has revealed that SuperValu is the most convenient supermarket in Ireland. For almost a third of the Irish population (32%), SuperValu is their closest supermarket.

Lidl is the second most convenient supermarket in the country, being the closest for 17% of the entire population, followed by Aldi (10%), Dunnes Stores (10%) and Tesco (10%). Convenience varies between counties and while SuperValu is the most convenient for most counties, Lidl takes the top spot for Kildare and Louth. Meanwhile, Dunnes Stores is the most convenient supermarket in Offaly.

Overall, supermarket coverage within Ireland is generally good with 71% of the population within five minutes of their nearest supermarket. Unsurprisingly, Dublin is the best covered with 98% of people within a five-minute drive, while Leitrim is the worst serviced with less than a third of people within a five-minute drive of a supermarket.

The findings were revealed in Gamma’s supermarket proximity model which serves as part of the organisation’s consulting services. The company, which was the first in Ireland to develop location intelligence solutions, provides insights to clients based on a variety of key factors such as travel time, competitor location and target market behaviour.

Gamma utilises its specialist software and location data to identify the desired optimum location for a wide range of retail clients, including four of the top 10 retailers. This process also takes into consideration the changing nature of the sector, as well as evolving ecommerce models and consumer needs.

Feargal O’Neill, CEO, Gamma, says: “Along with value for money, store location in grocery shopping is the most important factor in determining the success of a grocery store. For supermarkets, the shopper will travel further but will most likely go to one of their four or five closest supermarkets, with choice being determined by the trade-off between the pain of travel and the rewards of store attractiveness such as value, quality, environment, and parking.

“Convenience is of utmost importance for retailers because customers are time-poor. They want easy access, fast transactions, and simple delivery options. As well as meeting these demands, supermarkets in Ireland need to stay ahead of the competition. This means choosing the right location to engage the target market – based on factors like travel time, parking facilities, collection points, and delivery zones. Retailers need to use such insights to identify their sweet spot – that’s where Gamma comes in.

“We help retailers to plan their location strategy by analysing high-quality data, giving them the best chance of success. It’s no longer solely about products and customer service, the nature of retail is more multi-dimensional with convenience and flexibility coming to the fore. Our insights not only allow retailers to pinpoint the best location but helps to maximise promotional activities too. Location is the single most important factor for all retailers. They need to choose wisely when it comes to where they establish themselves.”

This analysis of supermarket chain proximity is the latest work carried out as part of Gamma’s ‘Location Insights’ series. The series is presented by Gamma to showcase the power of location intelligence to answer questions relating to Irish society.