Cool and damp weather has dented sales of summer favourites - and a chilly start to June won’t have improved the situation.
Colder than average days, and even chillier evenings, have kept Brits indoors and delayed the barbecue season, with volume sales of frozen burgers crashing 17.5% year on year last month [IRI 4 w/e 23 May 2015]. Also down are categories such as salad dressings (-9.6% by volume), lemonade (-12.2%) and beer & cider (-4.9%).
Supplier R&R Ice Cream said an 8.1% slump in ice cream volumes was a result of the “unseasonably cooler weather”, adding ice lollies had been hardest hit. “We would advise retailers to monitor the weather and consumer demand closely, and be prepared to act quickly to mobilise supply chains when the better weather arrives, especially in refreshment categories,” added marketing head Charlotte Hambling.
Where’s the warmth?
Met Office stats show the average temperate in May was 9.6 degrees, below the norm for this time of year and lower than last years’ above-average 11.2 degrees. Rainfall was 57% above average, with much of this falling overnight.
June has got off to a drier start but temperatures for the first half of the month have been almost two degrees below average at 11.2 degrees – in stark contrast to last June when the average temperature was 14.2 degrees. And it has been particularly chilly at night, with temperatures 2.2 degrees below average.
“This will have impacted on people staying outside in the evenings,” suggested Met Office spokesperson Laura Young.
“Rather than sitting outside drinking Pimm’s, people may have been inside with a glass of red wine.”
Ice supplier The Ice Co said its year had got off to a slow start. “Our business is dominated by the weather, as we build stocks based on the previous years’ figures, take into account the effects the weather can have,and we pray for sunshine - not just heat with clouds,” stated MD Polly Marr.
“Once you have had five consecutive days of sun then the general public are in a British summer frame of mind - having barbecues, drinking in the garden, buying ice to cool beers - then ice sales start to double,” she said, adding hadn’t lost faith in this year. “It is looking very similar to 2013 when it was freezing until mid-June, then we had six weeks of beautiful sunshine and one of our best summers.”
But for now, the unpredictable weather was putting Brits off planning ahead for any type of alfresco dining, suggested said Paul Turner, owner of Hampshire-based butcher brand Alf Turner. “We have had a few bright days during the week but come the weekend it has been rainy or dull and overcast.”
Premium burger and meat supplier Muddy Boots said it had benefitted from a warm spell in April. “This meant people at least got their barbecues out and cleaned them,” added founder Miranda Ballard. “They’ll use them more throughout the summer now that they have got them out.”
The sausages category was down 2.5% year on year by volume while the ‘other meats’ category - which includes fresh burgers - was down 6% [IRI 5w/e 30 May 2015].
Low temperatures have also affected crops, with UK lettuce and carrots prices up year on year due to reduced supply.
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