UK supermarkets witness a sales uptick as shoppers shift to frequent purchasing with smaller baskets.
- Total till growth reached 4.7% in the four weeks ending 5 October.
- Shoppers are making nearly five supermarket visits weekly, covering up to eight different stores.
- Average basket value decreased to £18.62, yet volume sales rose by 1.4%.
- Seasonal items and health product demand contributed alongside Ocado’s growth.
The rise in supermarket sales across the UK has been driven by a change in consumer shopping habits. Total till growth achieved an impressive 4.7% in the four weeks ending 5 October, which signifies an improvement from the 4% growth observed in the preceding month. This shift reflects a broader trend of shoppers favoring frequent trips to grocery stores, albeit with smaller basket sizes.
Detailed data from NIQ highlights that households now tend to make nearly five shopping trips each week, visiting up to eight different supermarkets. This increased shopping frequency has resulted in an average basket value of £18.62, marking a 4% decline compared to the previous year. Nevertheless, supermarkets are experiencing a 1.4% rise in volume sales as consumers purchase a greater number of items overall through these frequent trips.
Seasonal product introductions have been a substantial factor contributing to this sales boost. With retailers introducing new ranges for Halloween and Christmas, the sales of general merchandise saw a return to growth at 0.2% for the first time in a year. Alongside these developments, sales in health-related products, such as cough, cold, and flu medications, surged by 16%, and vitamins and dietary health products saw a 10% increase, driven by cooler weather and the return to educational environments.
Comparison across categories reveals weaker performances in the beer, wines, spirits, and soft drink sectors during this time. Despite these challenges, Ocado emerged as the fastest-growing retailer in the UK, with an impressive 15.9% increase in sales. Marks and Spencer followed closely with a 12.4% growth, and currently, one in three households purchase their food and drink essentials from M&S.
Mike Watkins from NIQ explained the anticipated strategies of retailers, noting, “Retailers will be looking to the traditional advertising campaigns in a couple of weeks’ time to really get shoppers into shopping mode as a way to boost weekly sales in the final eight weeks of the Golden Quarter.”
The evolving shopping patterns and strategic product offerings have significantly influenced UK supermarket sales.
