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Health conscious consumers boost fresh produce sales 'after the excesses of Easter'

Sales of eggs, meat and fresh produce were all up in the twelve weeks to May 21


Alex   Black

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Alex   Black
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Health conscious consumers boost fresh produce sales

Health conscious consumers have boosted sales of fresh produce in, according to figures from Kantar Worldpanel for the twelve weeks to May 21.


Volume sales of eggs were up by 5.1 per cent, fresh produce up 2.1 per cent and sales of sugar fell by 5.6 per cent year on year following UK consumers eating £325 million worth of Easter eggs this year.


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All the major retailers’ value sales increased, helped by higher prices as inflation continued.


Sales of fresh meat increased 0.9 per cent but Tesco sales grew by 4.3 per cent with promotions on barbeque food with good weather, alongside its marketing campaign Food Love Stories, encouraging the public to cook from scratch.

 

Chris Hayward, head of UK business development at Kantar, said: “Own label is also a major source of growth for all of the retailers, with sales up an impressive 6 per cent year on year in contrast to branded products which grew by just 0.6 per cent during the same period.”

 

Supermarkets


Asda’s revamped ‘Farm Stores’ range encouraged one million more people to buy own label Asda products. Aldi and Lidl grew at the fastest rate since 2015, achieving a record market share of 12 per cent between them.

 

Morrisons saw the best performance of the big four supermarkets. Its premium own label range ‘he Best’ was key to success, with sales up by over a third on last year as nearly 800,000 additional shoppers chose products from the line during the past 12 weeks.

 

Growth

 

Co-op’s growth of 1.5 per cent was driven in part by strong premium own label growth – sales of its ‘Irresistible’ range were up 33.7 per cent year on year.

 

Sales increased by 1.7 per cent year on year for Sainsbury’s, fuelled by a strong performance both online and for the retailer’s Local convenience stores. Waitrose saw sales up 3.3 per cent year on year.

 

Growing well ahead of the market, Iceland increased sales by 8.6%, attracting 380,000 more shoppers.

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