Retailers to see £13bn in Christmas grocery sales

Take-home grocery sales will likely hit £13bn for the first time this December

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Kantar’s latest figures have revealed that take-home grocery sales across all grocers grew by 6.3% over the four weeks to 26 November 2023 to reach £11.7bn.

The data company noted that “some of the increase” will be driven by ongoing price inflation.

The results also show that sales of symbols and indies grew by 3.17% in the 12 weeks to 26 November 2023 when compared with the same period last year, representing a rise from £473m in sales to £488m.

Symbols and indies also saw a share drop of 0.1%, from 1.5% to 1.4%, despite the sales boost.

Fraser McKevitt, head of retail and consumer insight at Kantar, said: “The scene is set for record-breaking spend through the supermarket tills this Christmas.  The festive period is always a bumper one for the grocers with consumers buying on average 10% more items than in a typical month.   
“While the rate at which grocery prices are rising is still well above the norm, the good news for shoppers is that inflation dropped again in November to 9.1%.”

The cost of a Christmas dinner for four has risen “well below the overall inflation rate this year at 1.3%”, McKevitt added, as some items on our festive plate have fallen in price. 

“Brussels sprouts are now 4.3% cheaper than 12 months ago,” he said.

Retailers are also spotlighting own-label lines and promotions, as on offers hit its highest level in over two years in the latest four-week period at 28.4%. Brands have benefited from the boost in offers and have now edged ahead of their own-label counterparts, growing sales by 6.5% versus 6.4% for retailer lines

“We’re likely to see a seasonal jump in premium stuffing, sausage meat and Christmas puddings over the coming weeks,” McKevitt continued.

Discount supermarket Lidl claims the largest change in year-on-year sales, increasing by 14.2%, while Co-op saw a rise of 4.5%.


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