• Sales for disposable tableware (+56%), cream and custard (+48%), champagne (+47%) and dough and pastry (+46%) rise as consumers celebrate Jubilee with friends, family and neighbours
  • Excluding Christmas and Easter, sales for beers, wines and spirits return to growth (+7.0%) for the first time since September 2021 

Against last year’s soaring half term temperatures Platinum Jubilee sales did not disappoint, as value sales at UK supermarkets topped £2.7bn in the week ending 4th June 2022, 10% above the year-to-date average, reveals new data released today by NielsenIQ.

According to data from NielsenIQ, sales at the Grocery Multiples improved £92m on last year, meaning that year on year growth improved 3.5%. Compared to sales in the previous week, sales improved by 5.8%, which equates to an increase of £149m.

In terms of category performance, ambient grocery (shelf-stable food) was up +11.6%, followed by household and pet products (+7.7%), with beers, wines and spirits returning to growth (+7.0%). Excluding Christmas and Easter, this is the first time this category has seen sales improve since the week ending 11th September 2021.

Over the Jubilee weekend, shoppers celebrated with teatime treats and fizz, with sales up for disposable tableware (+56%), cream and custard (+48%), champagne (+47%), dough and pastry (+46%), dry pasta (+41%), sparkling wine (+40%), preserves (+39%) and frozen savoury products (+37%). There was also a significant uplift in sales for baking sundries (+32%), chilled soup (+31%) and noodles (+30%).

NielsenIQ data also shows that impulse sales improved +6.2%, led by items such as biscuits (+15.9%), confectionery (+11.2%), crisps (+11.2%) and nuts and seeds (+9.1%). However, against last year’s hot temperatures, soft drinks sales declined 1.3%.

With the bank holiday allowing many consumers an extra few days to socialise and enjoy the long weekend, health and beauty sales also improved +5.5% and fresh food was up +4.4%. Within the fresh food category, there was a particular improvement in sales for bakery (+15.7%), dairy (+10.6%) and convenience foods (+6.6%).

NielsenIQ also noticed a boost in On Premise sales during Jubilee celebrations, that were 5% higher than average:

Frozen food sales fell -3.8% against last year’s tougher comparatives. There was also a decline in sales for weather related seasonal categories such as suncare, fire lighters, ice-cream, squashes and cordials. Tobacco sales declined -7.8% and non food fell 8.9%.

Mike Watkins, NielsenIQ’s UK Head of Retailer and Business Insight, said:

Whilst the Platinum Jubilee holidays gave a good boost to food and drinks sales, the weekend trading did disappoint.

Jonathan Jones, Managing Director, CGA UK and Ireland said:

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