Euros see supermarket sales grow despite poor weather

(Sharecast News) - Take-home sales at supermarkets rose by 2.2% over the four weeks ended 7 July, according to fresh industry data released on Tuesday, driven by summer events and evolving consumer preferences.

The men's UEFA European Football Championship significantly influenced the increase, according to Kantar, with fans purchasing more beers, crisps and snacks on matchdays.

Looking at the retailers themselves, Ocado maintained its position as the fastest-growing grocer, while Tesco achieved its biggest market share gain in over 18 months, and J Sainsbury saw sales grow by almost 5%.

"Football fans drove beer sales up by an average of 13% on the days that the England men's team played, compared with the same day during the previous week," said Fraser McKevitt, head of retail and consumer insight at Kantar.

"Sales of crisps and snacks also got a boost, up by 5% compared with the month before."

The period also saw the lowest grocery price inflation since September 2021, at 1.6%, coinciding with the highest monthly footfall rise of the year.

Britons made 2% more supermarket trips compared to the prior year, indicating improved consumer confidence.

The surge in activity led to a 3.6% increase in sales of branded products, outpacing the 2.7% growth of own-label items.

"England's hopes might have been dashed on Sunday, but there was still some cause for celebration in the grocery industry," McKevitt continued.

Despite the summer calendar, the unseasonably wet weather influenced shopping habits, with a notable rise in sales of cold and flu treatments by 35%, while sun cream sales dipped by 10% compared to last year.

Sales of artificial tan products meanwhile rose 16% as shoppers sought to maintain their summer glow despite the gloomy weather.

"We're still waiting for the great British summer to break through the clouds, and we're seeing the effects of that in our shopping baskets," added Fraser McKevitt.

Changes in dietary habits and a growing preference for premium coffee had also altered the contents of British shopping baskets since 2010.

Sales of popcorn, peanut butter, and chilled vegetarian products like sausages and grills had more than trebled, alongside a noticeable increase in premium ground and bean coffee consumption.

"The retail landscape looks very different from 2010 when the last Labour government was in power - and so do our shopping trolleys," McKevitt said.

In terms of market performance, Ocado continued its streak as the fastest-growing grocer, with a 10.7% sales increase over the 12 weeks to 7 July, securing a 1.8% market share.

Lidl's sales jumped by 7.8%, bringing its market share to 8.1%.

Waitrose experienced its first share gain since January 2022, with a 0.1 percentage point rise to 4.5%.

Tesco achieved its most significant market share gain since November 2021, reaching 27.7%.

J Sainsbury boosted its sales by 4.7%, bringing its market share to 15.3%, up from 14.9%, while Morrisons and Asda held market shares of 8.7% and 12.7%, respectively.

Aldi's market share stood at 10%, while Co-op and Iceland maintained their shares at 5.7% and 2.3%, respectively, with Iceland's sales increasing by 4.1%.

Reporting by Josh White for Sharecast.com.