Grocery sales drop, but remain higher than pre-pandemic

[6th August]

The NI grocery market grew by 4.3% in the 52 weeks to 11^th July 2021, as people made bigger and less frequent trips to the supermarket. Volume sales across supermarkets increased by 5.9% as a result.

People continue to make the best of their ability to enjoy hospitality venues, spending £32 million less on alcohol from supermarkets in the past 12 weeks, while sales in home cooking categories dropped by 18.5%.

Tesco remains the most popular supermarket here, however Lidl continues to close the gap. As the fastest growing retailer, sales increased by 13.5% compared to last year, eclipsing growth from Tesco (5.2%), Sainsbury’s (3%) and Asda (4.5%).

Point of Sale advertising remains a particular strength of Outdoor. The highly targeted nature of the formats, including classic and Digital, allow brands to intercept audiences on the all-important path to purchase.