UK supermarket customers were looking to save money and cut back on drinking in January, with shoppers opting for discounts, non-branded products and low and no-alcohol beverages.
Overall take-home sales at grocers rose by 4.3% over the four weeks to Jan. 26 compared to a year ago, according to data from Kantar. That was helped by a slowing of grocery price inflation to 3.3%.
Spending on promotions rose to the highest for a January since 2021, while the share of supermarket own-label sales rose to a record 52.3%, suggesting the cost of living squeeze is still being felt, even if it is easing slightly.
Of note was a boost from spending on supermarkets’ own premium lines just ahead of New Year. That continues a trend we’ve been seeing for some time now, with customers choosing to trade up, without going for costlier brands.
Photographer: Betty Laura Zapata/Bloomberg
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