Take home grocery sales fell by 3.8 per cent in the 12 weeks to 28 November, the latest market share figures from Kantar has shown, as the data is now compared against higher sales caused by the second pandemic lockdown in November last year.
However, when compared with the same period in 2019, sales were up 7 per cent.
Symbols and independents, which enjoyed greater custom last year along with online, saw the largest decline of 10.5 per cent year on year, but the sales were up 4.7 per cent in the latest 12 weeks than in 2019.
“With people back in the office a few days a week and restaurants and cafés open, we’re putting less in our grocery baskets for cooking at home and as a result, the average shop size has shrunk by 8 per cent this month versus last year,” Fraser McKevitt, head of retail and consumer insight at Kantar, said.
Preparations for the festive period are in full swing, McKevitt added, predicting strong performance from premium own-label ranges.
“Price inflation doesn’t seem to be denting their desire to treat themselves and loved ones, and supermarket premium own-label ranges, such as Tesco Finest and Asda Extra Special, are the fastest growing ranges in store. Last December, we saw sales of premium own-label lines hit more than £587 million, and the figure could be even bigger this year,” he said
McKevitt also noted that recent concerns over the next stage of the pandemic may see consumers change the way they shop in the next few weeks.
“Our excitement about Christmas this year has been slightly tempered as news of the Omicron Covid-19 variant has emerged. Online grocery sales fell by 12.5 per cent in the four weeks to late November, as we compare against more orders last year during the second lockdown,” he said.
“As concerns grow over rising case numbers, we expect some people will prefer to shop online again to limit their visits to stores.”
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