Data from Worldpanel has shown that one in ten shoppers purchased a bottle of Champagne or sparkling wine in the supermarket over the past month. 

In figures to 30 November, the insight provider revealed that one in five UK households said they were struggling financially. However, at the same time, spending on ‘pick-me-up products’ continued to rise. 

As part of this, premium own label thrived, with £1 in every £20 now spent on these types of items. 

Explaining the trend, Fraser McKevitt, head of retail and consumer insight at Worldpanel, said: “Retailers are savvy to the fact that at Christmas especially – even when times are tough – consumers still find the space in their wallet to spend on small treats. In fact, we’ve seen that right through the cost-of-living crisis as people have found new, more affordable ways to indulge.” 

More broadly, grocery price inflation held steady at 4.7% to 30 November. At the same time, take-home sales have risen by 3.4% over the past four weeks. 

In December, it is expected that sales will exceed £13.6 billion, with a focus on promotional spending. 

Worldpanel said that the latest data for November show 31.2% of spending was on promoted items, up from 30% this time last year. 

On this, McKevitt added: “With the cost of living still biting for many this Christmas, just under one third of all spending is on promotion as supermarkets find ways to shield shoppers from the impact of price rises.”