UK grocery sales rise as shoppers prep for Christmas

UK take-home grocery sales grew 2.5 per cent in the four weeks leading up to December 1, 2024, according to Kantar research centre. December is expected to set a new record, with total supermarket sales surpassing £13 billion for the first time.

Premium product spending reached 5 per cent of sales in November and is predicted to climb to nearly 7 per cent in December.

Seasonal treats are in high demand, with biscuit sales doubling and 8 per cent of households purchasing Christmas puddings. Non-grocery items also saw increased sales, with spending on general merchandise jumping 21 per cent in December 2023.

The cost of a Christmas dinner for four has risen by 6.5 per cent to £32.57, driven by higher prices for turkey and vegetables. Promotional deals, particularly price cuts accessed through loyalty cards, have surged, with spending on discounts growing 14 per cent year-on-year, adding £355 million in value.

Tesco remains the market leader, achieving its highest share since 2017 at 28.1 per cent. Sainsbury’s market share rose to 15.9 per cent, while Lidl emerged as the fastest-growing traditional grocer with a 6.6 per cent sales increase.

Online sales also grew, with Ocado reporting an 8.7 per cent rise, outperforming the total online market, which grew by 3.6 per cent.

Attribution: Kantar

Subediting: M. S. Salama