Supermarket sales in the UK were up 9.3% for the August-October period. However, unlike with the first lockdown, there is no evidence of consumer panic-buying at this stage, according to Kantar data. Wales registered the strongest growth (15%), which is where restrictions were tightest.
Fraser McKevitt, head of retail and consumer insight at Kantar, said:
“Welsh shoppers increased their spending by an average of £10 during the week when the ‘firebreak’ lockdown came into effect.”
The latest lockdown has, however, driven increased online sales. In the week following the lockdown in Wales, online purchases reached a new high, accounting for 16.2% of the market.
The Kantar data also shows that sales of premium own-label products were up by £56 million in October, a category which usually hits its peak in December. Although Halloween was different this year, the same amount was spent on pumpkins as in 2019 (£9 million).
Online retailer Ocado was again the fastest-growing retailer, with sales increasing by 36.1%, taking its market share to 1.7%.