Bulk buying drops as trips to shops increase
SHOPPERS may be returning to supermarkets and grocery stores more regularly than at the height of the pandemic, but they are now spending less on each trip, according to data.
Morrisons was the biggest winner among the Big Four – alongside Tesco, Sainsbury’s and Asda – in the 12 weeks to August 9. Asda saw the biggest fall in share of customers, according to Kantar.
Customers spent £9.7billion over the past four weeks, the lowest level since February, although this is higher than pre-pandemic levels with restaurants remaining significantly subdued.
Charlotte Scott, consumer insight director at Kantar, said: “The relaxing of rules means shoppers are less inclined to stock up with regular large trips.
“That has seen average spend drop below £25 for the first time since March.
“However, at £24 it is still a world away from the pre-Covid average of £19.”
She said the current average of 14 shopping trips per month per household is lower than it was last month but still up on April and May.
Ms Scott added: “The number of supermarket trips was two million lower than would have usually been expected in the week after the (mask) rule was adopted, and currently just over half of shoppers say they feel safe in stores. That suggests the public may need time to adjust to the new regulations, and they now have to plan ahead for every trip.”
Morrisons was the fastest-growing Big Four retailer, with sales up 16 per cent, driven by a strong performance from its supermarket stores – accounting for 10.2 per cent of the market.
Tesco’s market share fell 0.4 percentage points to 26.6 per cent, Sainsbury’s share was 14.9 per cent, down 0.5 percentage points this month, and Asda lost 0.6 percentage points, taking it to 14.3 per cent.