UK supermarket sales grew steadily in early August as a prolonged heatwave drove demand for summer essentials, offsetting a post-World Cup slowdown and the annual holiday getaway.
Total Till sales at major supermarkets rose 3.1% year-on-year in the four weeks ending August 8, according to data from NielsenIQ (NIQ). While a modest step down from the 4.4% growth seen during the peak of the tournament, sustained high temperatures kept shoppers spending on impulse treats, hydration, and outdoor dining.
Across all grocery channels, sales climbed 3.3%, powered largely by convenience stores (+3.6%) and online platforms (+10% to £2.1bn). Shoppers made more frequent, targeted trips to manage household budgets, keeping the average spend per visit steady at £19.61 while overall transaction frequency rose 2%.
Hot weather categories accounted for 45% of total FMCG growth during the period:
- Soft Drinks: Generated £1.18bn, led by surges in mineral water (+26%) and non-carbonates (+22%).
- Ice Cream & Suncare: Reached £268m and £68m respectively.
- Alfresco Dining: Fresh dip sales jumped 16%, alongside rising demand for high-protein (+4.4%) and low-calorie options.
Alcohol trends also shifted. While overall beer and cider sales cooled to +4.8% following the tournament’s conclusion, world and discovery lagers maintained solid momentum, outpacing mainstream alternatives. Promotional deals remained vital, representing 25% of all grocery purchases as retailers extended tournament-themed discounts.
Among individual grocers over the 12-week period, Ocado (+17.3%) and Marks & Spencer (+12.9%) led market growth, followed by Lidl (+8.2%) and Co-op (+7.0%). Sainsbury’s (+3.6%), Tesco (+3.2%), and Morrisons (+3.1%) posted steady gains, while Asda saw sales slip 1.5%.
“Growth has inevitably slowed following the peaks created by the FIFA World Cup, while the start of the summer holidays has given many shoppers a reason to delay some non-essential spending,” said Mike Watkins, head of retailer and business insight at NIQ. “What we have noticed is that shoppers are more willing to treat themselves to affordable indulgences in food and drink, particularly when the weather creates an immediate occasion.”
