Off-trade growth slows as consumers start to revisit on-trade

The off-trade recorded an additional £49 million in sales for the week ending 25 July, but this was the slowest week of growth since the end of March, as consumers balance their at-home consumption with visits to the on-trade.

Nielsen data for the week to July 25 shows the off-trade was up by 14% in comparison to the same week in 2019, but this was the slowest week of growth since the week ending March 28, when lockdown stockpiling eased off.

Gemma Cooper, Nielsen’s senior business partner, said: “After several weeks of growth, Cider and RTDs are now reporting losses (-4% and -1% respectively).

“For the first time since lockdown, beer (+10%) is growing behind the total off-trade (+14%).

“All of this signals that the re-opening of the on trade is having some impact on off-trade sales as we are starting to see more on-trade outlets open up and more shoppers visiting.

"Will the introduction of the "Eat out to help out" scheme drive further softening in off-trade sales? The initial data for this will come through in a couple of weeks."

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