Source: Sharecast
The market research firm reported that total till sales grew by 3.7% year-on-year over the four weeks to 9 August, down from the 5.8% rate recorded the preceding four weeks.
Visits to the supermarket rose 6.2%, but average spend per visit fell 3.1%, with shoppers taking advantage of seasonal discounts and promotions, which accounted for 23% of all sales, NielsenIQ said.
"NIQ data suggests that following the early summer heatwaves at the end of June and early July, along with treating themselves over a fantastic summer of sports, UK shoppers chose to dial back spend to save money with the growth in food inflation to 4% also becoming top of mind," the report said.
According to Mike Watkins, head of retailer and business insight at NielsenIQ, the reset following three separate heatwaves earlier in the summer was to be expected, though the slowdown was more severe than anticipated.
“The start of peak summer holidays also disrupted shopping habits more than usual as the uptick in food inflation would have given many shoppers a reason to delay some non-essential spend for a few weeks," he said.
So-called 'dinner for tonight' shopping trips were on the rise, as shoppers looked for more budget-friendly, quick meal solutions: one in five trips to the supermarket consisted of small baskets of fresh food, chilled meat, fruit and vegetables.
"With shoppers looking to dine in at home, in the summer this often means more alfresco with barbecues replacing some meals out or ordered in. Supermarkets will be optimistic about a strong end to summer 2025," Watkins said.
