UK | Total Till sales at UK major supermarkets increased (+3.1 percent) in the four weeks ending the 8th of August 2026, according to the latest data released by NielsenIQ (NIQ).
This was a modest slowdown from the +4.4 percent recorded in the previous four weeks, following the end of the FIFA World Cup and the start of the summer holiday season.
Across all supermarkets and convenience stores, sales increased +3.3 percent, with the best growth week ending 18th July (+3.6 percent). Growth then eased (+3.1 percent) in the week ending the 8th of August as more shoppers jetted off on their summer holidays.
Promotional activity also remained an important driver of sales, with 25 percent of all FMCG sales purchased on promotion. Many FIFA World Cup-related promotions continued into August, helping retailers maintain shopper engagement even after the tournament had ended.
The FIFA World Cup influenced the summer shopping basket with 63 percent of all GB households watching the tournament at some point, creating a significant uplift in demand for food and drink for social occasions.
World/Discovery lager, which includes international and less traditional lager brands, was a particular winner during the six weeks ending 18th July, growing +13 percent in value compared with just +1.8 percent for mainstream lager.
Across the beer and cider category, value sales grew +6.2 percent over the latest 12 weeks, slowing to +4.8 percent in the latest four weeks as the World Cup effect faded. However, once the tournament ended, continued hot weather became the key driver sustaining momentum.
Despite the slowdown in August, shoppers continued to buy more, with industry unit sales increasing by +1 percent and shopping occasions up by +2 percent on last year, as shoppers made more trips for impulse purchases.
Average spend per visit remained broadly unchanged at GBP 19.61 as shoppers maintained control of household budgets. However, continued heatwaves and increased outdoor living helped drive demand for summer categories, particularly soft drinks, frozen food and health and personal care.
Soft drinks were a standout performer, with shoppers spending GBP 1.18bn over the four weeks to stay hydrated. Mineral water sales grew +26 percent in value, flavoured non-carbonates rose (+22 percent), and ambient fruit juice by +19 percent.
Consumers also focused on health and wellness drinks, with products featuring ‘hydration health’ stated on pack growing 24 percent in value compared to the same period last year.
Shoppers also spent GBP 268m on ice cream and GBP 68m on suncare. Together, soft drinks, ice cream and suncare accounted for 45 percent of total FMCG value growth during the period as consumers made the most of the weather.
The continued hot weather also boosted the convenience channel, with sales up +3.6 percent, marking the channel’s strongest performance in more than a year as shoppers turned to local stores for immediate refreshments, snacks and summer essentials during the continued heatwaves.
Online grocery continued to outperform the wider market, with e-commerce sales reaching GBP 2.1bn, up +10 percent in value and +5 percent in units. Food delivery platforms also continued to gain market share, reflecting growing demand for rapid access to refreshments, “picky bits” such as fresh dips (sales up +16 percent), and “dinner for tonight” options, as summer weather meant more alfresco dining with barbecues, fresh foods, and lighter meals.
This saw consumers opting for lower calorie products, with NIQ data showing that items with 1 to 100 calories per 100g/ml grew 6.3 percent in value, while products with more than 300 calories per 100g/ml declined. Consumers also remained health conscious; products labelled as a ‘high source of protein’ grew 4.4 percent in value in the four-week period.
Over the latest 12 weeks, Ocado (+17.3 percent ) and M&S (+12.9 percent) were the two strongest performers, with both retailers gaining market share. Lidl (+8.2 percent) also maintained strong sales momentum, while Co-op (+7.0 percent) benefited from more shoppers and more visits compared with last year.
Sainsbury’s sales also increased +3.6 percent, closely followed by Tesco (+3.2 percent) and Morrisons (+3.1 percent). Asda continued to trail the market, with sales falling -1.5 percent.
The improvement in spending over the summer was supported by stronger views of the economy and personal finances, as well as increased willingness from shoppers to buy affordable luxuries. However, the overall GfK Consumer Confidence (-17) index remains firmly in negative territory.
“Growth has inevitably slowed following the peaks created by the FIFA World Cup, while the start of the summer holidays has given many shoppers a reason to delay some non-essential spending. Lower inflation than a year ago is also holding back topline growth. Even so, shoppers were still buying more as the heatwaves continued. However, we have seen a clear change in both where they shop and what they put into their baskets,” said Mike Watkins, Head of Retailer and Business Insight at NielsenIQ.
“What we have noticed is that shoppers are more willing to treat themselves to affordable indulgences in food and drink, particularly when the weather creates an immediate occasion. Despite this, promotional activity will remain important over the next six weeks, especially in the absence of major seasonal events. As the weather becomes more seasonal towards the end of summer and children return to school, shopping baskets will start to reset, so there is the possibility of a short-term return of money-off vouchers to help shoppers save money as well as to encourage more visits.”
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