Sales in convenience channels rose 3.3% in the four weeks ending 26 February, new data from NielsenIQ reveals.
The figures show grocery sales at supermarkets stabilised in February, with total till sales falling 3.4% over the four-week period.
Brits spent £9.7bn at the grocery multiples over the past four weeks, down 4.2% compared with last year. However, there is a 4.4% uplift in sales compared with pre-Covid levels two years ago, which indicates there is now a new baseline for sales growth.
Meanwhile, spend per visit is stabilising at £18.50, compared to £21.10 this time last year.
The data reveals that the online share of all FMCG sales fell back to 12.5% in the past four-week period, with sales down 20% compared with the same period last year. In contrast, visits to stores overall are up 12%.
Mike Watkins, NielsenIQ’s UK Head of Retailer and Business Insight, said: “The pandemic may soon be behind us, but new threats are on the horizon. Global food supply disruption and soaring energy and fuel costs, are set to impact shopper baskets and have the potential to slow down any growth in supermarket volumes.”
He added: “With promotional spend unchanged at 20% of sales purchased, we can instead see a sharpening of pricing activity with price matches, price cuts, couponing, fuel vouchers, and comparative shopping basket advertising. Many supermarkets with a loyalty scheme have also offered differential price discounts as well as personalised offers which have the potential to drive frequency of visit as well as mitigate some of the impacts of rising food prices. Retailers and their suppliers must be prepared for the uncertainty that lies ahead and ensure they are taking every step possible to support shoppers in balancing budgets over the next few months.”
