UK grocery shoppers set to splash £6.8bn in run up to Christmas: Nielsen IQ

Shoppers are set to spend £6.8 billion in the next two weeks leading up to Christmas Eve, up from £6.7bn in 2020.

According to latest data from Nielsen IQ,  grocery sales dipped by 2.5 per cent in the most recent four-week period (ending 4 December) though it is expected to pick as we near the festivities.

Shoppers this year appear to also be more eager to spend on higher value, premium items this Christmas, according to Nielsen IQ figures, with the average value of the shopping basket coming in 2.6 per cent higher.

With entertaining at home expected to rule this year’s Christmas time, a number of categories are on the rise – including celebration cakes (+15.6 per cent), premixed alcoholic drinks (+13.7 per cent), fresh olives (+7.4 per cent), fresh pizza (+13.1 per cent) and fresh ready meals (+11.3 per cent), said Nielsen IQ.

Online grocery sales fell 13 per cent in the four weeks to 4 December, compared to the same period last year, however this is largely due to lockdown comparatives in the prior period, NieelsenIQ said, adding that the fastest-growing food retailer in the most recent 12-week period is Marks & Spencer, followed by Lidl and Aldi.

Mike Watkins, NielsenIQ’s UK head of retailer and business insight, said, “Whilst our data may show that performance at the big four supermarkets is weaker, we must remember that this is against strong comparatives last year when the nation was in lockdown.

“For example, retailers with a larger convenience footprint may see higher fluctuations in sales.

“Equally a 10 per cent fall in beers, wines and spirits sales across the industry in the last four weeks will have impacted sales at the larger stores of many of the ‘big four’ supermarkets.

“Nevertheless, with two weeks to go, there is still a lot to play for, with special prices from loyalty cards which are the promotional mechanic most likely to encourage shoppers to spend more this Christmas.”