UK supermarket sales have witnessed a notable rise, attributed to a shift in consumer shopping behaviours towards more frequent, smaller purchases.
In recent weeks, UK supermarkets have experienced a 4.7% increase in total till growth, up from 4% the previous month. This change reflects a growing trend among shoppers opting for smaller, more frequent shopping trips. As a result, household shopping frequency has increased to nearly five times a week, with visits spanning an average of eight different supermarkets.
Despite a reduction in basket sizes, with the average expenditure dropping to £18.62, 4% lower than the previous year, there has been a 1.4% increase in volume growth across supermarkets. This indicates that consumers are purchasing more items overall, despite spending less per visit, due to the increase in shopping frequency.
Seasonal product introductions, particularly those related to Halloween and Christmas, have further driven this sales increase. These products have aided general merchandise in returning to 0.2% growth for the first time in twelve months.
Additionally, the changing weather and return to educational routines have influenced this trend, with a 16% rise in cough, cold, and flu medication sales, and a 10% increase in vitamins and dietary health products. However, this positive trend was not mirrored in sales of beer, wines, spirits, and soft drinks, which have performed weakly.
Ocado has emerged as the fastest-growing retailer, with a remarkable 15.9% surge in sales, followed by Marks and Spencer, which has seen a 12.4% rise, reflecting a growing consumer preference, with one in three households purchasing food and drink from M&S.
Looking ahead, retailers anticipate utilising traditional advertising strategies to stimulate consumer purchase behaviour during the upcoming eight weeks of the Golden Quarter, as highlighted by Mike Watkins, head of UK retailer and business insight at NIQ.
The evolving shopping habits of consumers are reshaping the UK’s supermarket landscape, fostering both challenges and opportunities for retailers.
