Grocery sales rise in October as record numbers flock online

Supermarket sales jumped 9.4% in the month to November 1, with 5.9 million consumers buying groceries online during the period, according to market share experts Kantar. 

Grocery sales grew at the quicker rate of 15% in Wales during October as shoppers stocked up amid the ‘firebreak’ coronavirus restrictions.

Sales of premium own-label lines increased £56m across the UK, while shoppers also snapped up home luxuries such as scented candles, potpourri and essential oils for diffusers, which jumped 29% year on year. 

Morrisons, Lidl, Waitrose, Iceland and Ocado experienced the fastest rates of growth across the sector, as all five retailers registered double-digit sales gains during the 12 weeks to November 1. 

Ocado was once again the fastest growing grocer, enjoying a 36% spike in revenues to take its market share to 1.7%. 

Iceland was the best performing bricks-and-mortar business, registering a 18% increase in sales, as its market share increased to 2.3%. 

Lidl grew sales 13%, while Morrisons and Waitrose both saw a rise of 11% during the 12-week period.

Sales at Britain’s biggest grocer Tesco were up 9.1% as its market share held steady at 27%. Sainsbury’s sales were up 7.6%, which meant it also outgrew discount rival Aldi whose sales rose 6.6%. 

The Co-op’s sales rose 8.6%, while Asda recorded the slowest growth at 5%. 

Head of retail and consumer insight at Kantar Fraser McKevitt said: “While there was some uplift in Wales, the increased spending did not provide any evidence of stockpiling, and initial figures suggest no sign of panic buying in England either.

“But one thing is always front of mind at this time of year – Christmas – and it seems many people sought to get ahead with gift buying before stores closed.”