Off-trade growth slows but impulse drives value growth

Off-trade sales growth slowed in the week ending August 22 compared to the same week in 2019, but this is predominantly due to the phasing of the August bank holiday, which fell a week later in 2020.

The total off-trade still recorded a growth in sales of 6% and impulse sales continued to lead the way, up by 22%, according to Nielsen data. 

With the bank holiday weekend falling a week later in 2020 than in 2019, we can expect “significant rises” in off-trade sales next week, according to Gemma Cooper, senior commercial business partner at Nielsen.

For the week ending August 22, beer and spirits sales each grew by 9% compared to 2019. This is a significant drop from the previous week (week ending August 15) when beer sales grew by 42% and spirits 21%.

Cooper said: "Off-trade growth visibly drops this week but this is due to the phasing of the August summer bank holiday therefore next week we can expect significant rises in off-trade sales. Though there is phasing, off-trade value is still in growth (+6%). Impulse continues to drive the growth with value up by +22%"

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