Sales growth in the grocery sector slowed to 3.1% in the 4 weeks to 28 November 2009, according to market research company Nielsen.
“People are still shopping around the major supermarkets, hunting out the best deals. Family shoppers remain cautious and this may be taking the edge off current sales. Indications are that shoppers could be holding back until the middle of December,” said Mike Watkins, senior manager retailer services at Nielsen.
The November growth rate compared with sales growth in October of 4.2% year-on-year and a year-on-year rise of 5.6% in November 2008.
Watkins said: “Despite the significant increase in price cutting and multi-buy activity in grocery, wine and champagne promotions and give-aways on music and entertainment, sales growths at most of the grocery retailers slowed in November.
“This trend suggests that some spend was brought forward to earlier in the month as a result of increased promotional activity, coupons and short term loyalty schemes.”
All of the major multiples increased their share versus the same time last year with Morrisons and Waitrose the outstanding performers.
Watkins said the top four supermarket chains had all ramped up in-store promotions since the end of the summer to help drive sales in the run up to Christmas.
Nielsen forecast shoppers would spend £4bn on groceries in the week starting 20 December.
