Total Till sales at UK supermarkets grew 5.5% in the four weeks to 10 August 2024, up 3.6% on the previous month, according to new data from NIQ.
The researcher reported that this is the largest growth in Total Till sales recorded this year, helped by a heatwave, the end of the Euros 2024 and the Olympics.
A heatwave saw sales in the week ending 3 August hit 6.6% growth, and retailers continued to entice shoppers following the Euros by offering more price cuts and maintain promotional spend at 25% of sales purchased.
Waning food price inflation also helped, falling to 2.3%.
Channels And Products
Over the four-week period, NIQ data showed that the online channel performed well with sales up 6.8% – this outpaced in-store growth of 3.8%.
Online share of FMCG spend grew to 12.8% – up from 12.5% this time last year.
Across all supermarkets, visits increased by 2.7% and online orders were up 10.5%.
The convenience channel also saw an uptick following a poor 2024 performance so far, with a 4.8% growth.
Category purchasing was helped by warm weather as al fresco dining increased the value sales of produce by 11.8% (unit growth 6.5%), and with a mini heatwave, soft drinks were the fastest growing supercategory at 14.3% (unit growth 10.4%).
Ice cream value sales soared by 38% in the measured period, as did mineral water (32%).
Suncare (49%) and hay fever remedies (42%) had high value growths with more time spent outside and consumers enjoying their summer holidays.
In terms of retailer performance over the last 12 weeks, Marks & Spencer (10.7% growth) and Ocado (14.3% growth) are still the fastest growing.
Both retailers also experience significant growth over the last four weeks with households shopping more often for summer indulgences, fresh food and groceries.
‘Looking For Value’
NIQ’s head of retailer and business insight Mike Watkins commented on the results, saying, “Retailers will be pleased to have maintained shopper spend beyond Euro 2024, with the warm summer weather adding a boost to sales.
“However with almost one in three households’ (29%) top concern still being inflation and shoppers still looking for value, it’s clear that loyalty and membership schemes remain key to encourage spend.
“As summer draws to a close, retailers will be under pressure to maintain sales growth in the next six weeks.
“This is especially true with the lack of seasonal events and the back-to-school period, as shoppers settle into new routines.
“We can also expect more comparative price advertising by retailers as they reinforce price credentials ahead of the all-important Q4 sales build.”
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