Volumes have tumbled at supermarkets in January as bruised consumers kept tight control of household budgets.
Total till sales at the UK mults increased 4.1% in the four weeks to 24 January, up from 3% in December, according to data released this morning by NIQ.
However, the relentless rise in prices led to a 0.6% decline in unit growth.
Inflation at the grocers has pushed average spend per visit to stores up by 2.5%, amounting to an extra £22.08, NIQ reported. While frequency of visits was up (+1.4%), many households shopped cautiously for their weekly groceries as items in the shopping basket fell (-2.3%).
But despite the pressure on finances, shoppers prioritised health in January as protein and fibre-based foods grew well ahead of the rest of the fmcg market over the past 26 weeks, up 9.6% and 14.1% respectively. NIQ also reported a 20% rise in sales of cereal bars where there is a protein claim.
And sales of supplements in the past four weeks were up 18.4% and minerals by 9.2%.
Meat, fish and poultry was the fastest-growing ‘super category’ as sales rose 7.7%, with volumes up 1.3%.
Low & no drinks also gained share as non-alcoholic cider sales were boosted 28% and alcohol-free spirits rose 8%.
E-commerce remained the fastest-growing fmcg channel, with value sales growth of 9% and market share increasing to 14.2%. And there was continued softness in the convenience channel, with sales falling 0.4% against last year as shoppers shifted spend back to supermarkets and to online.
“Shoppers have entered 2026 with caution and a need to continue to balance budgets,” said Mike Watkins, head of retailer and business insight at NIQ.
“This is felt most by two-thirds of households who still expect to be moderately or severely impacted by cost of living increases.
“Looking ahead to Q1, with weak sentiment, some persistent inflation and shoppers looking to save money, we anticipate total till growth of around 3% to 3.5% and unit growth expected to remain stuck in the range of –0.5% to flat until Easter, or until the arrival of early spring weather to kick-start sales again.”
Ocado (+14.2%) retained its position as the fastest-growing retailer ahead of Lidl (+9.8%). Meanwhile, at M&S (+6.3%) and Waitrose (+6%) sales were strong, helped by Christmas and new year spending. Sales at Co-op (–0.6%) dropped.
Tesco (+3.9%), Sainsbury’s (+5.6%), Morrisons (+2.4%) and Aldi (+2.9%) all remained in growth, but Asda declined 5.3%.
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