The early June heatwave has given the convenience channel a “significant boost”, with sales growing 11.3% in the latest four-week period, new data from NIQ reveals.
NIQ’s data shows supermarkets grew 8.7% in the period, while there was slower sales growth (+4.1%) for online, with the online share of FMCG sales also dipping to 10.4%.
British shoppers have been embracing the warm weather, leading to a boost in sales for more seasonal drink items, according to data from NIQ. There were strong value sales uplifts for sports & energy drinks (+31%), flavoured non-carbs (+23%), mineral water (+25%), and cider (+22%).
In addition, Pimms saw its second-largest value and volume week this year after the coronation, growing at 37.8% in the week of 17 June.
UK grocery retailers also experienced a growing demand for other seasonal items, such as suncare (+74%), ice-cream (+47%), and hayfever remedies (+25%).
Mike Watkins, NIQ’s UK Head of Retailer and Business Insight, said: “In the last four weeks there were 34 million extra visits to stores compared to last year and encouragingly 30% more than the additional visits we recorded in early May. These visits would have included smaller baskets, drinks, snacks and refreshments, as shoppers were out and about enjoying the sun. It’s no surprise that online grocery sales have taken a bit of a hit as there was less of a need to order in a big grocery shop.”
Watkins added: “We expect to see supermarket volumes continue to improve slowly, as food inflation peaks. However, what shoppers buy and where they shop will continue to be strongly influenced by the continued squeeze on disposable incomes. This means that spending over the next few months is still going to be focussed on essential needs but as we continue to enjoy the sunshine this summer, there’ll be an increase in impulse spending on cold drinks and treats which is an upside for supermarkets in general.”
