Total till sales at UK supermarkets were down (-0.2%) in the four weeks to 18 April after a surge in sales over the Easter bank holiday (+15.4%), according to new data released today (29 April) by analysts NielsenIQ (NIQ).
Following earlier than usual Easter and Mothering Sunday offers, value sales then declined (-11.8%) during the week ending 18 April when compared to Easter week 2025, due to both falling earlier in the calendar year by comparison.
Across all channels - including convenience stores - shoppers spent a total of £16.9bn (-2.1%) in the period, with sales across the wider convenience channel particularly weak, with a decline of -2.9%.
To help demand, retailers also focused on seasonal offers and across all FMCG, the percentage of sales purchased on promotion accounted for 26% of sales, up from 24% a year ago.
This included Easter meal staples such as fresh lamb and salmon as the meat, fish and poultry super category saw the fastest growth with an increase in value sales of +3%.
Continuing the focus for fresh foods and convenience, there was also more demand for fresh pasta and sauces (unit growth +8.4%), fresh dough and pastry (+5.4%) as well as fresh poultry (+3.1%).
Shoppers actually focused on restocking their pantries, with packaged grocery sales up (+3.1%) and units down only slightly (-0.5%).
However, despite the Easter bank holiday celebrations, beer, wine and spirits sales were down (-5.7%) and units also declined (-7.2%). NIQ advised that ahead of the summer season, with events like Wimbledon and the World Cup, this category is set to see an increase in sales.
Mike Watkins, head of retailer and business insight at NIQ, said of the results: “Grocery ecommerce share dipped in the last four weeks, compared to earlier in the year, as this reflects shoppers’ preference for visiting stores to buy more fresh items for big seasonal celebration moments such as the Easter bank holiday weekend.
“The increase in promotions reflects the industry’s need to drive demand through offers and promotions to see an uplift in sales and visits. With two thirds of shoppers looking to buy extra for special events at stores, this helps drive footfall given that saving money is the key consumer mindset.
“Shoppers will soon be under pressure from higher inflation, so it will be important for retailers and brands to keep working together with relevant promotions to encourage shoppers to spend. This will be equally important as we head into another summer of sport - driven by the FIFA World Cup, which is only six weeks away. This typically brings a strong feel-good factor among consumers, and with that comes enormous opportunities to capitalise on in the months ahead.”
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