- Total until sales increased by 9.6% in the past four weeks, sales reach a summit of +19.8% ending on Saturday of Easter
- Seasonal offers have led buyers' expenses with a strong increase in sales (+11.6%) of fresh food.
- Sales of general goods such as outdoor accessories and clothing also increased (+11.7%) while buyers ring in the spring.
- Store sales (+9.4%) continue to notify online (+6.3. Percent), in the past four weeks with 1 households out of 4 GB (27%) choosing online shopping for grocery store in the past four weeks.
Total sales has increased in British supermarkets (+9.6%) in the last four weeks ending on April 19, 2025, with two -digit growth in the last three weeks. This is up (+2.7%) recorded in March with late Easter sales to increase by April, according to new data published by Nielseniq (Ouiq).
This increase was helped by buyers who choose to indulge in 76% of households saying that they planned to accommodate Easter gatherings with family and friends. 1 Many buyers have also been encouraged to go with attractive seasonal discounts and overall FMCG sales expenses going from 22.9% last month to 24.2% before Easter. This brings promotions to the same level as Easter 2019 and also Christmas 2024. 2
With 65% of GB households probably or very likely to buy additional races when they see a good promotion, this would have helped Easter sales. 1
NIQ data also shows that the early spring and sunny weather has seen store sales increase (+9.4%) online in advance (+6.3%) in the last four weeks, the online share plunging 12.3% of FMCG sales against 12.7% a year ago. 2
Winner winning dinner roasted lamb
A decrease in consumer confidence in April has not dissuaded buyers who succumb to Easter engage in food and family drinks, with offers such as half-price lambs and pre-unbealed vegetables offered at 15p (or less) of expenses seduced by 15 hours. This led the British to spend 47 million pounds sterling for lamb legs (+26%) and to raise the culinary experience, buyers spent more in fresh berries (+22%) to benefit from breakfast and dessert. 3 Promotions would also have played their role with the growth of these categories with 4 out of 10 households likely to buy additional items in meat, fish, poultry in the event of a good promotion. 1
The strongest category performers were the confectionery, snacks and soft drinks (+19.3%) as well as general goods (+11.7%) and fresh food (+11.6%) and helped by the beginning of spring and a change to AL Fresco activities and Easter meals. However, there was slower growth for “ambient” foods (+1.1%) as well as sales of household items and pets (+0.8%).3
Sales of beers, wine and spirits increased ( +6.4%) with buyers spending 56 million pounds sterling, or +an additional 18%, in Prosecco. As expected, sales of confectionery did not disappoint to grow by 40% with 349 million pounds sterling spent on chocolate confectionery.3
Mike Watkins, responsible for retailers and commercial information in NIQ, said: “Easter is traditionally a period of the year when the biggest supermarkets have captured more additional expenses, but this year, Aldi and Lidl have also acquired market share. There was a lower performance on the part of the ASDA and Morrisons markets with Tesco market sales.
He added: “But the growth was lower in the convenience chain where sales were up + 5.2% in the past four weeks (consumer -consumer view). The good news for Ocado is that they remain the retailer who knows the fastest growth and has had a strong Easter – in particular against certain comparisons there are old ones.”
Unless otherwise indicated that all the data is NIQ TOTAL HOMESCAN
1 NIQ Homescan Survey March 2025
2 FMCG niq Homescan
3 Total niq scantrack coverage
Image graceful with Pexels. Pohto Credit: Julia M Cameron.
