Sony Pixel Power calrec Sony

UK supermarkets go on marketing offensive to overturn cautious shopper spending ahead of December

22/11/2012

UK supermarkets go on marketing offensive to overturn cautious shopper spending ahead of December

Contact: Neil Beston, Tel: 020 3103 3959

LONDON 22 November 2012 After a reasonable end to October, the UK's leading supermarkets have seen a slowdown this month in the year-on-year value growth of grocery sales, despite increased advertising spend, voucher give-aways and promotions aimed at attracting cautious shoppers.

According to the latest retailer performance figures released today by global information and insights company Nielsen, aggregate sales growth for the UK's leading supermarkets during the four weeks ending 10 November was up 2.0%* year on year. For the previous four week period (ending 24 October), year-on-year sales growth was 2.9%*.

Unit sales (volume) also slowed, albeit to a lesser degree, increasing by 0.8%* year-on-year compared to 0.9%* year-on-year growth for the previous four weeks.

In September, food inflation reached a two-year low, while the recent Q3 2012 Nielsen Consumer Confidence and Spending Intentions survey showed that shoppers remain cautious about discretionary spending. These facts are reflected in the weakened value growth in General Merchandise sales at the leading supermarkets (-5% fall year-on-year), which is pulling down total store sales. However, the growth in Packaged Grocery remains stable at 3%, while the sales of affordable luxuries such as Confectionery/Crisps and Snacks continue to have good momentum at 5%. Cautious consumer sentiment, though, is reflected in the modest year-on-year sales increase of 2% for Beers/Wines/Spirits.

Explaining the figures, Nielsen's UK head of retailer insight Mike Watkins: It's been a roller-coaster year, so we've been forecasting a slow start to Christmas trading. With so many money-off coupons available, consumers are already planning where to shop.

The supermarkets are investing heavily in advertising. For example, during the week ending 3 November, Morrisons spent almost £320K on promoting its annual Christmas Coupon incentive; Waitrose was the highest supermarket spender on TV at just under £750K, whilst Tesco spent the most across TV and print at just over £1.9m**.

So, looking ahead, differentiated and inspiring advertising which really connects with consumers is expected to play an important role in attracting shoppers in December, particularly for the big Christmas purchasing trips from the 20 to 23 December which could be the biggest four days of sales in food retailing in 2012.

*Source: Nielsen Scantrack Grocery Multiples

**Source: Nielsen Ad Dynamix

12-Weekly % Share of grocery market spend by retailer and value sales % change

Retailer % share, 12 weeks

to 10 Nov 2012

% share, 12 weeks

to 12 Nov 2011

% value change vs same

12 Weeks Year Ago

TESCO

28.7%

29.3%

2.8%

ASDA

16.4%

16.3%

5.7%

SAINSBURY

16.0%

15.6%

7.4%

MORRISONS

10.7%

11.2%

0.9%

CO-OPERATIVE

7.0%

7.5%

-1.1%

WAITROSE

4.1%

4.0%

10.1%

M&S

3.4%

3.5%

3.9%

ALDI

2.6%

2.0%

38.9%

ICELAND

1.9%

1.9%

5.3%

LIDL

1.9%

1.9%

5.6%

The figures in the table are based on 12 weeks sales through to 22 November 2012 compared with the same 12 week period in 2011. Source: Nielsen Total Till, Nielsen Homescan

About Nielsen Homescan Total Till:

Unless otherwise stated, data is based on all purchases, bar-coded and non bar-coded, brought back into the home from any outlet by an in-home scanning panel of more than 14,500 households. Total spend includes all items stocked by any outlet, including grocery, general merchandise and clothing.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
LINK: http://www.nielsen.com/uk/en/insights/press-room/2012/uk-supermarkets-...
See more stories from neilsen

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

30/04/2026

Ocean Blue Software Launches ATSC 3.0 Inspector for Smart TVs

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

Digital Azul positions Lisbon as a remote production hub...

Scalable broadcast-grade production over public internet, replacing traditional OB workflows...

30/04/2026

V Nova Brings DTV Deployment LCEVC Ecosystem Progress and...

Live demonstrations highlight LCEVC ecosystem momentum, AI-powered video pipelines, and expansion across broadcast, streaming, and social media. DTV (TV 3.0) ...

30/04/2026

Student Spotlight: Matthew Leon

Student Spotlight: Matthew Leon The dual major shares his path from community college to Berklee, and how his heritage influences his work. April 29, 2026 B...

30/04/2026

Berklee Artists to Perform at Major Global Music Festivals

Berklee Artists to Perform at Major Global Music Festivals As part of the Berklee Popular Music Institute, students will perform at Lollapalooza, Governors Ba...

30/04/2026

Study: Rokus Low-Cost, Ad-Free Howdy Streamer Hits 1 Million Subs

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

MLS Innovation Lab Selects AI Partners

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

NRB Files FCC Complaint Over Jimmy Kimmel Live!' Monologue

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

D.C. Court Denies Emergency Stay of Nexstar/Tegna Merger

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

NAB Criticizes FCC for Ordering Early Renewal of ABC-Owned Stations

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

FCC Approves Station Swaps Between Scripps and Gray Media

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

Telestream Introduces Pulse - a Software-Defined Test an...

A flexible monitoring platform designed to simplify ST 2110 operations, consolidate vendor tools, and support modern live production environments. See it at NAB...

30/04/2026

Langlev Takes Run Amok to Sundance with Zeiss Supreme Pri...

Sundance-premiering Run Amok is an expressive, unconventional take on today's teen experience, replete with musical numbers. When cinematographer Shachar ...

30/04/2026

Studio Technologies Elevates Jacksonville State Universit...

JACKSONVILLE, AL, APRIL 29, 2026 Jacksonville State University, known as Jax State and a proud NCAA Division I member of Conference USA, has transformed its a...

30/04/2026

Knowledge Network selects ThinkAnalytics to launch AI-pow...

Transforming viewer and content data into real-time intelligence to deliver relevant streaming experiences at scale ThinkAnalytics, the global leader in AI-pow...

30/04/2026

Sports Production, Delivery is Big Biz at NAB

Sports Production, Delivery is Big Biz at NAB Andy Marken April 29, 2026 0 Comments Hero image source: NAB One of the neat things about trade shows i...

30/04/2026

Former Kerry footballer and broadcaster Dara Cinnide investigates the century-old murder of a Kerry man in new RT documentary

Rian na Fola airs on RT One and RT Player on Monday May 4 Rian na Fola is a o...

30/04/2026

It's Gonna Be May: 16 Games Hit the Cloud This Month, With More NVIDIA GeForce RTX 5080 Power

It's gonna be May - and the cloud's in full festival mode. 16 games ar...

30/04/2026

April 29, 2026

Scripps Research ranks third in 2026 Cure Innovation Index April 29, 2026 LA JOLLA, CA Scripps Research ranked third in the inaugural 2026 Cure Innovation In...

29/04/2026

Churchill Downs Racetrack Lifts Curtain on New Big Board Ahead of Kentucky Derby Week

It was a delicate job in a 150-year-old venue laden with traditions. Begun at th...

29/04/2026

How the MLS Innovation Lab Enhances Everything From Athlete Performance to Production to Ticket Sales

In annual event, the league gives startup companies the opportunity to prove the...

29/04/2026

Save the Date: SVG Venues & Teams Summit Travels South to Miamis Kaseya Center on Aug. 12

Panel discussions, networking, and a facility tour will take place in the renova...

29/04/2026

The Cast and Crew of Conbody VS Everybody Have Each Other's Backs for Life

(L-R) Derek Drescher, Coss Marte, and Syretta Wright have each other's backs. (Micheal Hurcomb/Shutterstock for Sundance Film Festival) By Veronika Lee Cla...

29/04/2026

Free Tilt EQ plug-in from Techivation

Combines EQ and harmonic distortion Techivation's latest release is a simple EQ designed to offer quick control over a source's overall tonal balanc...

29/04/2026

Expressive E launch the Osmose CE

Two new MPE controllers announced Expressive E caused quite a stir when they released the Osmose, making the sort of expression that was once reserved for p...

29/04/2026

iZotope RX 12 is here

New modules & enhanced machine-learning The latest version of iZotope's flagship restoration suite is now available, and now offers over 50 tools design...

29/04/2026

Surgeon Dr Jasmina Kevric wins 2026 Les Murray Award

Surgeon Dr Jasmina Kevric wins 2026 Les Murray Award 29 April, 2026 Media releases Australia for UNHCR and SBS are proud to announce that Dr Jasmina Kevric...

29/04/2026

YEP Spotlight: Julissa Padilla

Some people stumble into their passion. Julissa Padilla walked straight into a film vault. For her, entertainment was never just about the movies themselves. It...

29/04/2026

Clear-Com Promotes Brian Grahn, Ben Turnwell to Expanded Roles

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

The CW Unveils Major Streaming Deals with ESPN and Roku

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

Clear-Com Announces New Roles for Brian Grahn and Ben Tur...

Clear-Com has appointed Brian Grahn as Market Outreach Manager of the Americas and Ben Turnwell as Business Development Manager for EMEA live, expanding their ...

29/04/2026

Reduce Workflow Complexity with nxtedition at MPTS 2026

nxtedition is bringing its range of consolidated production tools to MPTS 2026, with new developments spanning transcription, editing, graphics and AI-assisted ...

29/04/2026

Telxius taps Synamedia to unlock seamless global multi-CD...

Quortex Switch to boost the streaming experience for Telxius customers, reaching millions of viewers worldwide Synamedia and Telxius, the leading global connec...

29/04/2026

freispace and Projective Announce Joint Showcase of Integ...

freispace, the leading ERP-as-a-Service platform for media and entertainment production, and Projective, a leading provider of post-production collaboration tec...

29/04/2026

DHD Celebrates 30th Anniversary at 2026 NAB Show

DHD reports strong interest in its broadcast audio product range, exhibited at the April 19th-22nd NAB Show in Las Vegas. The event attracted a claimed 58,000 a...

29/04/2026

Student Spotlight: Alan Catz

Student Spotlight: Alan Catz The Argentine film and game composer talks about working on League of Legends, receiving Berklee's BMI Award, and the lifelon...

29/04/2026

Jay Jennings Builds the Worlds You Hear on Screen

Jay Jennings Builds the Worlds You Hear on Screen The supervising sound designer behind A Minecraft Movie, The Meg, Letters from Iwo Jima, and dozens of other...

29/04/2026

Paramount Will be 49.5% Foreign Owned After WBD Merger

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

NAB Show 2026: AI, Vertical and BPS Dominate Broadcasters' Discussions

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

IAB Tech Lab Announces New OpenRTB Attributes

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

Meet the eight finalists for RT Today's TV Home Cook competition

Voting opens at 4pm today RT 's Today show have announced the eight finalists for their TV Home Cook competition. Amateur cooks from Cork, Dublin, Galway ...

29/04/2026

VEON and Kyivstar Fulfill Commitment to Invest USD 1 Billion in Ukraine over 2023-2027 Ahead of Schedule

29 Apr 2026 VEON and Kyivstar Fulfill Commitment to Invest USD 1 Billion in Ukr...

29/04/2026

U challenges stars and their dogs to compete for Wagging Rights

Rhod Gilbert, Harriet Kemsley, Kae Kurd, Sara Pascoe and Vicki Pattison to take part in brand new series on free streaming service U London, 29th April 2026: F...

29/04/2026

Katie Price: Nothing to Hide, a Sky Original documentary series from BAFTA-winning Mindhouse, coming this summer

Wednesday 29 April 2026 Katie Price: Nothing to Hide, a Sky Original documentar...