Total till sales growth slows to +3 per cent at UK supermarkets in the last four weeks ending 17th May 2025. This is down from the +9.6 per cent recorded last month, as shoppers reign back spending on groceries after treating themselves over the Easter holidays.
Shoppers Spend Less Per Visit Amid Rising Bills
According to new data released today byNielsenIQ (NIQ), this dip in spending has been seen across in store and online formats and FMCG spend per visit fell (-4.2 per cent) to £18.2. The number of items in the shopping basket also fell compared to last year, indicative of a cautious consumer faced with rising household bills since April.
However, in-store visits are up +7 per cent compared to this time last year, as shoppers take advantage of ongoing retailer promotions.
23 per cent of FMCG sales were on promotion, this is down slightly from the 5 year high at Easter but is helping consumers save more at the checkout.
Loyalty Cards Continue to Influence Store Choice
NIQ data also reveals that 41 per cent of households say that loyalty card promotions also influence where they choose to shopwhich is also helping to drive the increased frequency of visit to stores.
Online sales were relatively weaker with sales down 1.7 per cent on this time last year and online share of grocery sales fell slightly to 12.3 per cent. The number of orders has continued to increase but the average size of order is getting smaller and the number of GB households shopping online every 4 weeks has plateaued this year at 27 per cent.
In terms of category performance, the fastest growing super categories were meat, fish and poultry (value sales +8.4 per cent and unit growth +1.5 per cent) signifying continued shopper habits to prioritise healthier options and enjoying home cooked meals.
Warmer weather and sunshine also led to growth in soft drinks (+6.7 per cent and +1.2 per cent) with Ice cream value sales up +13 per cent and suncare sales soaring +20 per cent.
In contrast, the weakest super categories were packaged grocery where value sales fell -1.5% and unit sales -5.4 per cent as well as Beer, Wine and Spirits (value sales -2.1 per cent with unit sales down -3.8 per cent).
Mike Watkins, Head of Retailer and Business Insight at NIQ, says: “There has been a reset in spending in recent weeks despite the continued good weather which is indicative of a change in shopper behaviour after Easter.
"Shoppers are still prepared to indulge but are holding back spending on some categories such as household, pet and also some frozen foods”.
Watkins adds, "Consumer confidence improved a little in May but it is still negative (-20 according to GFK), and shoppers are uncertain about their personal finances. The settled warmer weather gave retailers a boost as shoppers were able to plan more outdoor activities and enjoy alfresco dining, as well as bring forward spend on fresh foods and drinks.
"However, with shop price inflation in food starting to move up (+2.8% in May, NIQ BRC) we expect Total Till value growth to now remain at around 3% in June “.
