The warmer weather has brought with it a summer supermarket sales surge – what does that mean for an FMCG brand like yours?
In a year categorised by low consumer confidence, the news of a sales spike in UK supermarkets is music to the ears of many.
But what are the products driving the uptick in seasonal sales? And what can organisations do to make the most of positive consumer sentiment, now and in the future?
Here’s all you need to know, from the consumer product recruitment experts:
- Summer supermarket sales.
- The products driving the summer supermarket sales surge.
- Capitalising on seasonal sales surges.
Summer supermarket sales
At the Big Four supermarkets and beyond, shoppers have been making their excitement about the warm weather known.
Over the past four weeks, throughout June 2023, there have been 30% more visits to supermarkets than in the month before, according to new data from NIQ (formerly NielsenIQ).
And it’s not just that consumer confidence has improved from month to month; compared to the same time last year, supermarket store visits are up by 34 million!
It’s clearly not a coincidence that sales started picking up in the days leading up to the summer solstice. Just one look at the products accelerating the sales drive will show you that…
The products driving the summer supermarket sales surge
Leading the charge were ice cream sales, which enjoyed a 47% boost. Hardly surprising, given the ongoing UK heatwave and the wide variety of delicious and innovative options available.
Similarly popular with consumers at the moment are energy drinks, which have had a sales lift of 31% in the past four weeks alone.
This sudden surge is particularly impressive when you think about the fact that energy drink sales had already been on the rise since last year, but steadily – with our longstanding partner Monster Energy far outstripping its nearest competitors!
Other summer-specific categories experiencing a sales boom included sun care products and over-the-counter hay fever treatments.
Capitalising on seasonal sales surges
There’s no denying that certain product categories are more likely to enjoy favouritism when the summer months come around.
But, whether it’s seasonally relevant or not, it’s important to keep your product or range competitive on supermarket shelves – despite shifting consumer attitudes.
The way to do that? Reactive teams of skilled talent, who understand your market inside out.
Some of the most exciting global names, heritage and challenger brands in the consumer product market trust us to source and deliver leading Sales and National Account Management talent.
Get in touch today – we’ll help you build strong teams that will keep your brand competitive all year round:
Call us: 0333 772 7200