Fresh, frozen food demand boost sales in convenience stores: NielsenIQ

Convenience stores recorded a sales rise over the last month driven by fresh and frozen food, as shoppers continued to be cautious about how much they spent on groceries, according to new data.  

According to new data by NielsenIQ, shoppers spent £3.6 billion on groceries at convenience stores in the four weeks ended 13 August 2022, giving an uplift in volume sales as compared to supermarkets. This accounted for 28.9 per cent of sales within the period. 

The data also revealed over the four-week period, total till grocery sales grew by 4.5 per cent, however, convenience store sales growth experienced an uplift of 2.7 per cent in volume sales, compared with supermarkets, which saw a 3.8 per cent decline. 

Some 21 per cent of total sales within the convenience stores were on fresh foods where increased by 13 per cent. Frozen food sales soared by 29 per cent, and produce sales grew by 8 per cent. 

Shoppers also purchased more as they sought to socialise and enjoy the warm weather and shop locally. Key category volume growths included ice cubes (+44 per cent), ice cream (+31 per cent) and frozen desserts and cakes (+31 per cent). 

However, the boost to in-store visits came at the expense of online sales, which dropped by 8.7 per cent. 

“Across the industry as a whole, the summer holidays increased travel opportunities while the summer heatwave that took place in mid-July and early August encouraged shoppers to visit stores more often, leading to an uplift to in-store visits by 8 per cent. 

However, the boost to in-store visits came at the expense of online sales, which fell by 8.7 per cent and the online share of FMCG (fast moving consumer goods) sales fell to 11.3 per cent, down from 11.5 per cent in July and 12.9 per cent share a year ago. 

Mike Watkins, NielsenIQ’s UK Head of Retailer and Business Insight, said: “It is inflation which is driving topline sales across the industry, but shoppers continue to be very cautious about how much they spend on groceries, resulting in a fall in volume sales at supermarkets. 

“However, the hot weather over the last few weeks has helped volumes turn positive at convenience stores, with an increase in purchasing of drinks, frozen and fresh foods in particular. Shoppers made extra visits to their local stores when the sun came out and sales at co-ops increased 9 per cent in the last four weeks, making them the fastest growing retailer during the recent hot weather.”