Supermarket sales in the UK were impacted by cooler weather at the start of this month, not to mention the start of summer holidays, according to Nielsen data for the four weeks to 12 August.
Supermarket sales grew by 2.5% in the period, which is half the rate of growth seen in the previous month (5.1%), a period that was influenced by a heatwave across the UK.
Reality Check
“It’s a bit of a reality check after two months of really impressive growth, as shopping patterns were disrupted by the return of cooler weather and people going on their summer holidays,” said Mike Watkins, Nielsen’s UK head of retailer and business insight.
“Although the market has recovered from the low-point 12 months ago, the return of inflation and rising concerns about the economy mean the weekly grocery shop is now the most popular target for people to cut down on household expenses."
In terms of category performance, soft drinks sales fell 6.1% year-on-year, with fresh produce down 1.4%. At the same time, however, cooler weather proved positive for the confectionery sector, which saw a 7.0% rise year on year, and on packaged grocery products (+5.5%).
Saving Money
Some 30% of British consumers now admit to purchasing cheaper grocery brands in a bid to save money, Watkins added.
“Shoppers are still willing to purchase affordable indulgences in food and drink so maintaining promotional activity will be key to supermarkets increasing sales in the coming months in the absence of any seasonal events or the return of hot weather," he said.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Sign-up for a subscription to ESM: The European Supermarket Magazine.
