- Total Till sales grew 9.6 percent in the last four weeks, with sales peaking at +19.8 percent week ending Easter Saturday
- Seasonal offers drove shopper spend with a sharp increase in sales (+11.6 percent) of fresh foods.
- Sales of general merchandise like outdoor accessories and clothing also grew (+11.7 percent) as shoppers ring in Spring.
- In-store sales (+9.4 percent) continue to pull ahead of online (+6.3. percent), over the last four weeks with 1 in 4 GB households (27 percent) opting to shop online for groceries in the last four weeks.
Total Till sales rose at UK supermarkets (+9.6 percent) in the last four weeks ending 19th April 2025, with double-digit value growth over the last three weeks. This is up from (+2.7 percent) recorded in March with the late Easter boosting sales for April, according to new data released by NielsenIQ (NIQ).
This rise was helped by shoppers opting to indulge themselves with 76 percent of households saying they planned to host gatherings over Easter with family and friends. 1 Many shoppers were also encouraged to spend with attractive seasonal discounts and overall promotional spend of FMCG sales growing from 22.9 percent last month to 24.2 percent leading up to Easter. This takes promotions back to the same level as Easter 2019 and also Christmas 2024. 2
With 65 percent of GB households likely or very likely to buy extra groceries when they see a good promotion this would have helped sales this Easter. 1
NIQ data also shows that early spring and sunnier weather saw in-store sales grow (+9.4 percent) ahead of online (+6.3 percent) over the last four weeks with online share dipping to 12.3 percent of FMCG sales compared to 12.7 percent a year ago. 2
Winner winner lamb roast dinner
A fall in consumer confidence over April, failed to deter shoppers succumbing to Easter indulges on family food and drink, with deals such as half price lamb and pre-packed vegetables on offer at 15p (or less) enticed spend. This led to Brits spending £47m on legs of lamb (+26 percent) and to elevate the dining experience, shoppers spent more on fresh berries (+22 percent) to enjoy at breakfast and dessert. 3 Promotions would also have played their role with the growth of these categories with 4 in 10 households likely to buy extra items in meat, fish, poultry when there is a good promotion. 1
The strongest category performers were confectionery, snacks and soft drinks (+19.3 percent) as well as general merchandise (+11.7 percent) and fresh foods (+11.6 percent) and helped by the start of spring and a shift towards al fresco activities and Easter dining. There was however slower growth for ‘ambient’ cupboard food (+1.1 percent) as well as sales of household and pet items (+0.8 percent).3
Beers, wine and spirits sales grew (+6.4 percent) with shoppers spending £56m, an extra +18 percent, on prosecco. As expected, confectionery sales didn’t disappoint growing by 40 percent with £349m spent on chocolate confectionery.3
Mike Watkins, Head of Retailer and Business Insight at NIQ, said: “Easter has traditionally been a time of year when the larger supermarkets captured more of the incremental spend but this year, Aldi and Lidl also gained market share. There was a weaker performance from Asda and Morrisons with Tesco gaining market share and Sainsbury’s holding market share over the last 12 weeks. M&S sales were also strong at +14. percent.”
He added: “But growths were lower in the convenience channel where sales were up just +5.2 percent in the last four weeks (NIQ Scantrack Consumer View). The good news for Ocado is that they remain the fastest growing retailer and had a strong Easter – particularly against some tough year ago comparatives, helped by their wider ranges and also the attraction on M&S food for the Easter holiday.”
Unless otherwise stated all data is NIQ Homescan Total Till
1 NIQ Homescan Survey March 2025
2 NIQ Homescan FMCG
3 NIQ Scantrack Total Coverage
Image courtesy of Pexels. Pohto credit: Julia M Cameron.
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April 2025 issue
2025 A1 Buyers Guide
