The Super Value supermarket chain yesterday indicated it shrugged off fears that consumers are taking longer every year to recover from their Christmas spending, with its sales increases for January and February 2012 “double and triple” 2011 comparatives.
Rupert Roberts, Super Value’s owner and president, told Tribune Business that the inelastic nature of demand for its grocery products, coupled with the demise of Robin Hood and City Markets’ struggles, had helped his 10-store chain to escape the recession’s worst effects and generate consistent year-over-year improvements.
