Total Till sales at UK supermarkets increased by +3.1% in the four weeks ending 8 August 2026, according to the latest data released today by Nielsen (NIQ). This was a modest slowdown from the +4.4% recorded in the previous four weeks, following the end of the FIFA World Cup and the start of the summer holiday season.
Across all stores, sales increased +3.3%, with the best growth week ending 18th (+3.6%). Growth then eased (+3.1%) in the week ending 8 August as more shoppers jetted off on their summer holidays.
“Many FIFA World Cup-themed promotions continued into August.”
Promotional activity also remained an important driver of sales, with 25% of all FMCG sales purchased on promotion. Many FIFA World Cup-related promotions continued into August, helping retailers maintain shopper engagement even after the tournament had ended.
The FIFA World Cup influenced the summer shopping basket with 63% of all GB households watching the tournament at some point, creating a significant uplift in demand for food and drink for social occasions.
World/Discovery lager - which includes international and less traditional lager brands - was a particular winner during the six weeks ending 18 July, growing by 13% in value compared with just +1.8% for mainstream lager.
Across the beer and cider category, value sales grew +6.2% over the latest 12 weeks, slowing to +4.8% in the latest four weeks as the World Cup effect faded. However, once the tournament ended, the continued hot weather became the key driver sustaining momentum.
Despite the slowdown in August, shoppers continued to buy more, with industry unit sales increasing by +1% and shopping occasions up by +2% on last year, as shoppers made more trips for impulse purchases. Average spend per visit remained broadly unchanged at £19.61, as shoppers maintained control of household budgets.
However, continued heatwaves and increased outdoor living helped drive demand for summer categories, particularly soft drinks, frozen food and health and personal care.
Soft drinks was another standout performer, with shoppers spending £1.18bn over the four weeks to stay hydrated.
Mineral water sales grew +26% in value, flavoured non carbonates rose (+22%) and ambient fruit juice by +19%. Consumers also focused on health and wellness drinks, with products featuring ‘hydration health’ stated on pack growing 24% in value compared to the same period last year.
Cooling off
Shoppers also spent £268m on ice cream and £68m on suncare. Together, soft drinks, ice cream and suncare accounted for 45% of total FMCG value growth during the period as consumers made the most of the weather.
The continued hot weather provided a boost to the convenience channel as a whole, with sales increasing +3.6%, marking the channel’s strongest performance in more than a year as shoppers turned to local stores for immediate refreshments, snacks and summer essentials during the continued heatwaves.
Mike Watkins, head of retailer and business insight at NIQ, said: “Growth has inevitably slowed following the peaks created by the FIFA World Cup, while the start of the summer holidays has given many shoppers a reason to delay some non-essential spending. Lower inflation than a year ago is also holding back topline growth.
”Even so, shoppers were still buying more as the heatwaves continued. However, we have seen a clear change in both where they shop and what they put into their baskets.”
Watkins continued: “What we have noticed is that shoppers are more willing to treat themselves to affordable indulgences in food and drink, particularly when the weather creates an immediate occasion.
”Despite this, promotional activity will remain important over the next six weeks, especially in the absence of major seasonal events. As the weather becomes more seasonal towards the end of summer and children return to school, shopping baskets will start to reset, so there is the possibility of a short-term return of money off vouchers to help shoppers save money as well as to encourage more visits.”
Analysts Worldpanel by Numerator’s figures also showed the impact of the heatwave this summer, revealing shoppers turned to promotions to keep costs down, with 31.3% of sales including a deal in the last month – the highest level this year.
Continued heat
Sally Ball, business unit director at Worldpanel by Numerator, said: “The continued heat across the UK has certainly impacted the way people are eating and drinking. Earlier this summer we saw that mealtimes were being pushed later in the day, with 13% of evening meals now eaten after 8pm.
“Shoppers have also been trying to stay cool this month, with soft drinks growing 15.1% in spend, while the freezer aisle saw shoppers stocking up on ice cream, sorbet and frozen fruit to beat the heat.”
”With inflation slowing again, this marks the fifth consecutive month of easing prices.”
“With inflation slowing again, this marks the fifth consecutive month of easing prices. Shoppers are feeling the relief with 39% now feeling financially comfortable, marking the highest level of financial confidence since November 2021.
“But it’s by no means the same picture for all, with 20% reporting that they’re struggling, and this has a clear impact on spending decisions. Among these households, 30% are more likely to prioritise grocery essentials over additional summer spending such as holidays and travel.”
Worldpanel’s figures also showed take-home grocery sales at Co-op grew at 5.1%. It also showed the retailer now holds a 5.5% market share, their highest since September 2025.
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