Total Till sales growth slowed at UK supermarkets (+2.7 per cent) in the last four weeks ending March 23, down from (+4 per cent) recorded in February, according to new data released today byNielsenIQ (NIQ).
This slowdown in growth is likely due to fewer celebratory events in March and shoppers delaying spending to enjoy the late Easter and Mother’s Day this year.
While at the same time remaining cautious with their budgets in light of increasing household bills and food inflation rising (2.4 per cent year-on-year) in March, up from 2.1 per cent in February.
To prepare for the increase in household bills, consumers are looking for value for money and when surveyed, 47 per cent of UK consumers said they purchase more Private Label than they ever have before and 75 per cent of UK consumers say store brands are a good alternative to named brands.
As shoppers continue to search for the best prices and value, NIQ data shows that in-store visits rose (+6.8 per cent) while sales growth in the online grocery channel slowed (+0.7 per cent), continuing the downward trend seen since the start of 2025 and bringing its market share down to 12.9 per cent compared to 13.2 per cent this time last year.
Spend per visit across all channels also dipped (-3.4 per cent) to £19.10.
In terms of category data, over the last 4 weeks, sales of dairy products rose (+7.2 per cent), alongside meat, fish and poultry (+5.9 per cent).
Warmer weather in March also saw sales of soft drinks grow (+6.8 per cent), however, the late Easter and Mother’s Day saw confectionery sales fall (-16.7 per cent) compared to the same time last year.
Sales of beer, wine and spirits also fell (-4.3 per cent) over the last four weeks.
Almost a quarter (24 per cent) of all GB households shopped at M&S over the last four weeks, seeing the retailer maintain strong sales growth (+12.2 per cent) with market share increasing to 3.9 per cent, up from 3.6 per cent a year ago.
Ocado also saw growth (+17.1 per cent) in market share over the last four weeks.
Asda saw a decline (-6.0 per cent) in sales over the last twelve weeks, which may reflect the impact of recent price cuts and the early stages of a new pricing strategy.
Mike Watkins, Head of Retailer and Business Insight at NIQ, says, “Shopping behaviour continues to evolve, with consumers increasingly shopping around for the best prices and offers whilst looking to stretch budgets ahead of planned rises to essential bills at the start of April.
"This could be helping Discounters capture a greater share of the regular weekly shop. The channel now holds an 18.1% share of all FMCG sales in Q1—the highest in over two years—with an average spend per visit of £24.09.”
“Looking ahead, retailers have reasons to be optimistic this dip in sales won’t last.
"Sunnier weather at the start of April and the lead up to Easter will encourage extra spend which will then improve topline sales. We expect all retailers to keep an eye on the favourable start of spring.”
