Heatwaves Boost Demand for Soft Drinks and Ice Cream in the UK
In response to a series of heatwaves, UK consumers have significantly increased their spending on summer-related products, particularly soft drinks, ice cream, and suncare items. According to the latest data from NielsenIQ, these categories garnered a combined spend of approximately £1.5bn in the past month.
The overall sales at major supermarkets grew by 3.1% in the four weeks leading up to August 8. Although this marked a slowdown from the 4.4% growth observed in the prior month, it remained a solid performance, underpinned by heightened consumer interest in summer products amid hot weather conditions.
Despite the general easing in sales growth as the summer holidays commenced, there was a notable 1% increase in purchase volumes and a 2% rise in shopping occasions compared to the previous year. The data also highlighted that the average spend per visit stayed relatively stable at £19.61, as households maintained control over their budgets.
The demand boost was particularly notable in the category of soft drinks, which amassed £1.2bn in sales over the four weeks. Within this category, certain segments such as mineral water, flavored non-carbonates, and ambient fruit juices saw value growths of 26%, 22%, and 19% respectively.
Furthermore, health-focused beverages, particularly those labeled with 'hydration health', experienced a 24% increase in value compared to the same period last year. Meanwhile, the ice cream and suncare categories also reported significant expenditures of £268m and £68m respectively.
The warmth-driven trend proved advantageous for the convenience channel, which recorded a 3.6% increase in sales, marking its strongest performance in over a year. Online grocery sales also outperformed the wider market, reaching £2.1bn with a 10% rise in value and a 5% increase in unit sales.
Mike Watkins, head of retailer and business insight at NielsenIQ, remarked on the impact of the heatwaves, pointing out that shoppers are opting for ‘affordable indulgences’ when weather conditions create an opportune moment. In the absence of major seasonal events, promotional activities are predicted to remain crucial in driving sales over the coming weeks.
