Sales in the supermarket sector were robust in December with a particularly strong Christmas fortnight, according to market research company Nielsen.
In the 4 weeks to December 26 2009 sales grew 6.7% versus last December in grocery multiples with sales in the last 2 weeks of this period up 8% Year-on-Year.
Mike Watkins, senior manager Retailer Services at Nielsen said, “We had a slow start to the season and from the figures it looks like consumers held back until the final fortnight where we saw some exceptional growths.”
The level of promotional activity in supermarkets usually drops off in December but it remained at 35% this year which would have helped sales. There was also evidence of an improved underlying demand with value sales growths over the full 12 week period up 4.8% and unit growths much improved at 3.4%.
Watkins added, “Shoppers shared in the bonanza – price cuts, bigger than ever promotions and loyalty scheme give-aways all helped encourage shoppers to spend.
“And with many shoppers bringing forward some bigger ticket purchases ahead of the January VAT increase, the large out of town supermarkets enjoyed strong growth in general merchandise. This is further evidence of the success of food retailers in building market share in seasonal non-food goods, gifting, clothing, home wares and electrical goods.”
Waitrose and Morrisons were the star performers in the four weeks to 26 December with growth of 14% and 12% respectively.
