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Nielsen and Kantar Grocery Market Share

Nielsen Homescan Total Till – 4 weeks to 3 December 2022

  • Grocery sales rose by 7.6% in the four weeks to 3 December, up from 5.3% a month ago, according to latest figures from NielsenIQ. Volumes declined 4.3% during the same period. 
  • The increase in sales is largely due to double-digit food inflation, with shoppers focussed on core groceries, resulting in value growth for dairy (+13.9%), pet food (+12.5%), frozen food (+11.9%), soft drinks (+10%) and packaged grocery (+9.2%). 
  • In terms of volume sales, Crisps and snacks saw a 3.6% increase, likely due to World Cup gatherings. Beer sales were additionally up 3.1% compared to last year.
  • Online sales fell 1.3% and the online share of FMCG spend remained at 11.3%, down from 12.3% this time last year. In-store sales were up 9.3% and store visits were up 7.4%. 77% of shoppers say they will do their Christmas grocery shopping in store.
  • Growth at discounters is predicted to improve over the next month as consumers search for lower prices. Key priorities for grocery shoppers this year will be low prices (55%), quality (50%) and good stock availability (49%). 43% of consumers additionally believe promotions are important.

Kantar Grocery Market Share

Covering: 12 weeks to 27 November 2022

  • In the 12 weeks to 27 November, take-home grocery sales rose by 5.9% YoY, the fastest level of growth since March 2021. 
  • Four-week grocery inflation fell 0.1 percentage points from last month’s record high to 14.6%, the first decline in 21 months. 
  • At the current rate, shoppers will need to spend an extra £60 in December to buy the same items as last year, with the cost of a traditional Christmas dinner hitting £31.
  • December is therefore expected to be a record-breaking month for take-home grocery sales, with Friday 23 December set to be the busiest day for pre-Christmas shopping. 
  • While sales of mince pies, Christmas puddings and Christmas confectionery are worth 2% more than last year, volumes of sales are down on 2021.
  • Own label sales were up 11.7% YoY, and sales of cheapest value own label lines have increased 46.3%. Consumers are still looking to indulge where they can, however, and premium own label sales were also up 6.1% in November.
  • Households went grocery shopping more than 48 times in the 12 weeks to 27 November, the highest frequency recorded since April 2020, marking a return to pre-pandemic behaviour.
  • No significant increase in grocery spending was recorded as a result of the FIFA World Cup. 
  • Lidl’s sales increased by 22.0% year on year over the period, resulting in a record-high market share of 7.4%. Aldi saw sales increase 24.4% YoY, with an additional 1.5m households shopping there compared to 2021 and a market share of 9.3%
  • Asda continued to outperform among the traditional large supermarkets, experiencing a 6.1% sales increase and maintaining its 14.0% market share. Tesco and Sainsbury’s saw sales increase 3.9% and 4.3% respectively over the period. Co-op and Iceland saw sales increase by 3.5% and 6.1% respectively. 
  • Ocado’s market share fell to 1.7%, and sales declined in its traditional heartland of London and the South East. The retailer continues to expand its operations in Northern England.

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