Data released today by NielsenIQ shows Total Till sales at UK supermarkets jumped 9.6% during the four weeks to 19th April, with double-digit value growth over the final three weeks of the period. This is up from the 2.7% gain recorded in March, with the late Easter the main factor in boosting sales this month.
As well as shopping for gatherings over Easter, the data suggests people were also encouraged to spend by attractive seasonal discounts. Overall promotional spend of FMCG sales grew from 22.9% last month to 24.2% leading up to Easter. This takes promotions back to the same level as Easter 2019 and Christmas 2024.
Meanwhile, the sunnier weather saw in-store sales grow (+9.4%) ahead of online (+6.3%), with online’s share of FMCG sales dipping to 12.3% compared to 12.7% a year ago.
The strongest category performers during the period were confectionery, snacks and soft drinks (+19.3%), as well as general merchandise (+11.7%). Sales of fresh foods (+11.6%) were lifted by the start of spring and a shift towards al fresco activities and Easter dining. However, the NIQ data shows that there was slower growth for ‘ambient’ cupboard food (+1.1%) as well as sales of household and pet items (+0.8%).
Beers, wine and spirits sales grew (+6.4%), with shoppers spending £56m, an extra 18% on prosecco. As expected, confectionery sales didn’t disappoint, growing by 40% with £349m spent on chocolate confectionery.
Mike Watkins, Head of Retailer and Business Insight at NIQ, commented: “Easter has traditionally been a time of year when the larger supermarkets captured more of the incremental spend, but this year, Aldi and Lidl also gained market share. There was a weaker performance from Asda and Morrisons, with Tesco gaining market share and Sainsbury’s holding market share over the last 12 weeks. M&S sales were also strong at +14.7%.”
He added: “But growth was lower in the convenience channel, where sales were up just 5.2% in the last 4 weeks (NIQ Scantrack Consumer View). The good news for Ocado is that they remain the fastest growing retailer and had a strong Easter – particularly against some tough year ago comparatives, helped by their wider ranges and also the attraction of M&S food for the Easter holiday.”
NAM Implications:
- The late Easter, improved weather, and helpful promos made it a good retail quarter.
- End of quarter instore sales (unlike online) were also boosted by warmer (not heatwave) weather.
- Asda continue to lose share, to the benefit of rivals…
- …indicating the scale of the challenge still facing Asda…
- …as they continue to implement Rollback.
