Kantar expects Jubilee celebrations to boost barbecue product sales

Despite rising levels of inflation, research firm Kantar believes the UK public is looking forward to the Platinum Jubilee in early June, with sales of barbecue products expected to see growth.

Fraser McKevitt, head of retail and consumer insights at Kantar, said: “With a four-day bank holiday weekend on the horizon, we expect people to celebrate with their friends and family. family.

“Looking back to the Diamond Jubilee in 2012, we saw a 10% increase in supermarket sales in the week leading up to the festivities. One should never underestimate the appetite for a party, especially a royal one.

He added: “Just like a decade ago, we would expect barbecues to be lit across the country and drive demand for anything that goes on the grill. In classic Jubilee style, gourmet desserts, whether purchased ready-to-eat from stores or made from scratch, are also expected to prove popular this year.

However, McKevitt warned that rising grocery inflation will impact sales over the coming weeks: “While we all want to celebrate in style, shoppers will carefully consider any unnecessary spending and prices are very different from last Jubilee.. For example, in 2012 the average amount spent on a bottle of sparkling wine was £5.20 whereas it is now £7.05.

Rise in grocery inflation

Supermarket sales fell 4.4% in the 12 weeks to May 15, 2022. Like-for-like food prices were up 7% in the last four weeks compared to the same period last year last. Kantar said grocery inflation is now at its highest level since May 2009.

According to the latest Kantar Pressure Groups survey, 43% of households describe themselves as “managers” while 22% say they are “struggling”. Among the growing group of shoppers struggling to make ends meet, rising grocery prices are of concern to more than nine in 10 people, making it the second most important issue behind soaring the cost of energy bills.

Distribution of market shares

Lidl is the fastest growing retailer during this data period. The grocer’s sales rose 6% in the 12 weeks to May 15, slightly ahead of Aldi which increased sales by 5.8%.

Tesco outperformed the broader market, increasing its share by 0.4 percentage points to 27.4%. It is the seventeenth consecutive month that Britain’s biggest supermarket has gained market share, its longest period of improvement since 2007. Sainsbury’s, the second biggest grocer, is up 14.8% .

Morrisons holds 9.5% of the market, Co-op 6.1% and Waitrose 4.9%. Online specialist Ocado’s grocery sales are 6.1% higher than two years ago and it holds 1.7% of the market.

Meanwhile, Asda, which has reintroduced its discounts for the NHS and emergency workers, accounts for 13.8% of the total market. Iceland’s share held steady at 2.3%, the 5.2 million over 60s who shop at the grocer each year will soon be eligible for the new age-specific Tuesday discount. retailer.

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