Grocery sales growth slows down as supermarket visits hit a record low

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 28, 2020, 12:56 PM UTC

Low sales of non-grocery items heralds challenging times for retailers

Despite high grocery sales, lower footfall will lead to a knock-out effect on non-grocery categories like clothes and general items, according to Kantar. While the average basket size in the past four weeks has reached record levels, households made only 14 trips to the supermarkets.

While home grocery sales have grown by 9.1% in the 12 weeks to 19th April, growth has slowed down in the past four weeks with consumers avoiding supermarket visits. Grocery sales were up by £524m in the past four weeks as compared to April 2019.

Social distancing and lockdown have also given a boost to online grocery shopping, which now makes up 10.2% of the grocery market. This increase has been largely led by older shoppers increasing their online grocery spending by 94% year on year.

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