Supermarket price war 'unlikely' after SuperValu slashes cost of hundreds of grocery essentials

"The supermarket chain has reduced the price of 500 grocery staples by up to 10pc. It comes as a majority of consumers said they were "disappointed" with official attempts to ease the cost-of-living crisis. Consumers' Association chairman Michael Kilcoyne called on other firms, such as Dunnes, Tesco, Aldi and Lidl, to react with similar price reductions. "The others should respond in kind, and even go beyond the reductions announced by SuperValu," he said."

"Lecturer in retail management at TU Dublin, Damian O'Reilly, said the price cuts were a marketing strategy by SuperValu owner Musgrave in a bid to regain market share. He said the group's market share has dropped below 20pc, with Lidl now closing what had been a significant gap. "I don't think there will be a major response from the other retailers," Mr O'Reilly said. He said some consumers have a perception that SuperValu is more expensive than its rivals and the price cuts may also be an attempt to overcome this."

"The chain, which has 221 stores nationwide, is cutting the price of fresh fruit, vegetables, dairy and meat products, nappies, pet food, firelighters, tea, coffee, orange juice, Parma ham, soups, bin bags, biscuits and others. Musgrave, which is the owner of the SuperValu franchise, recorded €2.6m in profits each week in 2024, the most recent figures show. It said it was reducing the price of SuperValu Irish Unsmoked Back Bacon Joint (700g) from €4.99 to €4.39. SuperValu Irish Beef Round Steak Mince (454g) goes from €4.99 to €4.49. SuperValu Orange Net (1.5kg) is coming down from €2.29 to €1.95. The chain said customers can save up to €20 a week on the average shopping trolley because of the cuts."

SuperValu cut prices on 500 grocery items by up to 10 percent across fresh produce, dairy, meat, nappies, pet food and household goods. The chain said average shoppers can save up to €20 a week because of the cuts. Musgrave, owner of the SuperValu franchise, reported €2.6m in weekly profits in 2024. Consumers reported disappointment with official cost-of-living measures, prompting calls for other retailers to match the reductions. A retail lecturer described the move as a marketing strategy to regain market share and expressed doubt that competitors would launch major matching cuts.

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