Online retailer Ocado saw the biggest growth of any UK retailer in the 12 weeks to 11 August, seeing its sales grow by 45.5%, the latest Kantar data has shown.
The sales boost has lifted Ocado's market share to 1.8%, the data showed.
While all British retailers showed growth in the period, this was less pronounced than in previous 12-week periods due to the relaxation of lockdown measures.
Lockdown Trends Softening
“While things are far from normal, the data shows a gradual softening of the more extreme lockdown trends in the grocery market," commented Charlotte Scott, consumer insight director at Kantar. "The relaxing of rules across much of the country means shoppers are less inclined to stock up their cupboards with regular large trips."
Average spend per trip has dropped below £25 for the first time since March, she added. Shoppers are also returning to stores more often, although the introduction of mandatory face mask rules proved a hindrance to some.
“Although the current average of 14 shopping trips per month per household is lower than it was last month, it is higher than in April and May, when lockdown rules were much tighter," she said.
Market leader Tesco (26.6% market share) saw its sales rise 12.8%, while Sainsbury's (14.9% share) and Asda (14.3% share) saw sales up 10.9% and 9.5% respectively.
The discounters both saw sales rise by double digits – Aldi (7.9% market share) was up 12.7% and Lidl (5.9% share) saw sales rise 15.7%.
Other retailers to put in a solid performance included Morrisons (10.2% market share), which was the best performing of the 'Big Four' operators, seeing its sales grow by 16.0%; the Co-op (7.1% market share), which continued its strong form with a sales jump of 22.4%; and frozen foods retailer Iceland (2.4% share), which saw sales rise 29.2%.
Another emerging trend, Kantar noted, is the move to health and well-being, with shoppers purchasing more products with added benefits.
“People want to get back to their best after the long lockdown, and clean living is a priority again," Scott added. "Over the past month, we saw sales of vitamins and minerals grow at 34%, while herbal teas were up by 19% and nuts by 21%.”
Grocery inflation for the period stood at 2.9%, Kantar said.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.