The latest analysis from NIQ has revealed that stout performed especially well in grocers in the four weeks leading up to December 28.  

The report said that sales of stout rose +13% in these weeks, which NIQ suggested may be influenced by the challenges around Guinness supply in pubs. 

The same data however found that sales for beers, wines and spirits were weaker, with -1.6% value growth and –1.3% unit growth.  

More generally, grocer sales thrived. NIQ said that in the three weeks before Christmas, UK grocery sales hit £14.6 billion thanks to increased promotional activity and “intense discounts”. 

This mirrors the latest data from Kantar, which found that overall take-home sales at grocers rose by 2.1% over the four weeks to December 29, reaching a record high.  

NIQ said that in the four weeks to December 28, in store visits went up +8% and in store sales increased +3.6% compared to this time last year.  

While online sales have suffered in comparison, Ocado did well and was the fastest growing retailer with +13.9% more sales, according to NIQ.  

Compared to last year, Aldi and Lidl’s combined market share has increased to 16.3%, up from 15.8%. 

Tesco grew market share (+4.5%), Sainsbury’s also experienced an increase (+3.1%) and Marks and Spencer thrived (+6.8%), reaching its highest ever market share of 4.8%.  

While the data from Kantar and NIQ suggested that shoppers were spending more in-store in the four weeks up to Christmas, NIQ data also showed that shoppers put fewer items in each basket with an average basket value of £21.95. 

This may be explained by shoppers making more regular but smaller shopping visits as implied by the Kantar data, which found the average household made 17 shopping trips in December.  

Mike Watkins, NIQ’s UK head of retailer and business insight, said: “In the last four weeks we’ve seen the highest levels of promotions in the last three years, with 27% of all FMCG sales being purchased on promotion, with branded promotions at 37% of sales.  

He added: “Looking ahead to 2025, we expect shoppers to keep managing their budgets by shopping smart and shopping around for wherever the savings are the most attractive. This means that shopping ‘little and often’ will continue with omnichannel shopping becoming an even bigger consumer trend across the industry.”