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Back to school spending - and wine - lifts grocery sales by GBP76 million

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  Published in Food and Wine on Monday, September 22nd 2025 at 9:19 GMT by The Irish News
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Back‑to‑School Spending and a Wine‑Laced Surge Push Irish Grocery Sales Up €76 Million

The Irish grocery market has enjoyed a robust lift this year, with the back‑to‑school season and an unexpected surge in wine sales together generating an extra €76 million in revenue for retailers. The headline figure comes from a recent analysis published by Retail Ireland in partnership with the Irish Department of Business, Enterprise and Innovation, and has been highlighted by the Irish News in a detailed coverage of how seasonal buying patterns are reshaping the sector.

A Quick Snapshot of the Numbers

• Total grocery sales for the first half of 2024: €4.2 billion, up 3.4 % year‑on‑year.
• Back‑to‑school impact: €34 million of that growth is attributed to purchases of school supplies, lunches, and convenience items.
• Wine sales: €42 million extra revenue, driven by both high‑margin premium bottles and a “wine‑as‑part‑of‑the‑holiday‑spread” trend that has been amplified by the end‑of‑summer festivities.
• Major retailers: Tesco, SuperValu, Lidl, and Aldi saw the largest gains, with Tesco recording a 5 % increase in weekly footfall during the school‑launch period.

The analysis, which pulls data from the National Retail Federation’s point‑of‑sale feeds, also indicates that consumer confidence remains high despite the lingering effects of the COVID‑19 pandemic. In particular, households appear to be allocating more discretionary spending to groceries rather than dining out, a trend that has benefited supermarkets’ own‑brand and ready‑meal categories.

The Back‑to‑School Surge Explained

The Irish News piece cites a study from Retail Ireland that shows the back‑to‑school period accounts for roughly 1.5 % of annual grocery sales. “It’s not just about buying stationery,” explains Dr. Maeve O’Connor, a retail analyst who was interviewed for the article. “We’re seeing a spike in high‑margin snack packs, organic breakfast cereals, and even specialty items like gluten‑free school lunches.” The rise in school‑related spending is also tied to a broader cultural shift: parents are increasingly looking for healthier, “clean‑label” options for their children’s meals, which drives premium pricing.

Retailers have responded by bundling school supplies with lunch boxes and offering “back‑to‑school” promotions on high‑volume items such as rice, pasta, and canned soups. The Irish News reports that Tesco’s “Back‑to‑School Bundle” – a free tote bag with the purchase of a lunchbox and a pack of cheese slices – attracted a notable wave of footfall.

Wine: The Unexpected Catalyst

While the back‑to‑school period is a textbook seasonal bump, wine sales proved to be a surprise contributor. According to the Irish News’ article, there was a 12 % increase in wine purchases from July to September, largely driven by the “late‑summer” period when families gather for potlucks and celebrations. The report points to a rise in consumers stocking up on affordable mid‑range wines, as well as a more pronounced shift toward boutique and organic varietals among middle‑income households.

Retail Ireland’s report further highlights that wine has a higher gross margin than most grocery items, meaning that each unit sold contributes more to retailer profitability. This margin advantage explains why even a modest increase in wine sales can translate into a significant uptick in overall revenue. The article links to a Euromonitor International whitepaper that projects continued growth in Irish wine consumption, citing changing demographics and an increasing willingness to experiment with new wine styles.

Implications for the Sector

1. Profitability Boost
   The combination of higher‑margin wine sales and a surge in premium school‑related products is giving retailers a much-needed lift in profit margins. “Margins have been under pressure due to rising food prices,” notes Liam Murphy, a senior economist at the Irish Department of Business, Enterprise and Innovation. “These seasonal drivers are helping offset that pressure.”

2. Supply‑Chain Adjustments
   Retailers are revisiting their supply‑chain strategies to meet the demand spike. Lidl and Aldi, for instance, have expanded their in‑house wine offerings to include both local Irish wines and imported selections. Meanwhile, supermarkets are tightening their logistics networks to avoid stock‑outs in high‑turnover categories.

3. Consumer Behaviour Insights
   The data underscores an ongoing shift toward “meal‑prep” and “home‑entertaining” lifestyles. The rise in back‑to‑school snack packs and wine purchases indicates a consumer base that is willing to pay a premium for convenience and quality. Retailers are using these insights to tailor marketing campaigns around the concept of “family‑friendly” and “experiential” grocery shopping.

A Look Ahead

The Irish News article concludes by noting that the next season will be pivotal. With the spring back‑to‑school period already behind us, the industry will be watching closely how the summer slump in retail and the looming uncertainty in global supply chains will affect consumer confidence. “If we can sustain this growth momentum, we might see a continued rise in grocery sales into 2025,” says Dr. O’Connor.

The link to Retail Ireland’s “2023 Retail Trends Report” offers a deeper dive into the long‑term trajectory of grocery sales. The report suggests that while seasonal peaks like back‑to‑school will remain a cornerstone of the retail calendar, the real game‑changer will be retailers’ ability to innovate in product offerings, pricing strategies, and omni‑channel customer engagement.

Bottom Line

The combined impact of back‑to‑school spending and an unexpected wine surge has delivered a remarkable €76 million lift to Irish grocery sales. This development not only signals robust consumer confidence but also highlights how targeted seasonal strategies and high‑margin product categories can drive significant revenue gains in a competitive retail landscape. As retailers prepare for the next cycle of demand, the insights gleaned from this period will likely shape the industry’s approach to inventory management, pricing, and marketing for the foreseeable future.