Brits’ desire for a wholesome start to the year triggered a big rise in fresh food sales as healthy, home-cooked meals returned to household menus.
Sales of fresh fruit were up 16% in the four weeks to 27 January compared with the same period last year, while fresh veg was up 9%, according to NIQ.
Meat, fish and poultry was also among the fastest-growing categories – up 9.1% – as shoppers sought to cook protein-rich meals as part of a new year diet, NIQ said.
Half of all UK households now say they cook from scratch every day or most days, with around 16% doing so more due to the cost of living.
This has caused a spike in foods that can elevate home meals with sales of fresh gravy up 28%, fresh dough and pastry up 18%, and fresh cream and custard up 14%.
“The cost of living is still firmly consumers’ number one concern at the start of 2025,” said Mike Watkins, head of retailer and business insight at NIQ. “Shoppers are looking to save money and eat healthier, leading to a growing trend in scratch cooking.”
Veganuary has typically fuelled meat-free substitutes at the start of previous years, but it seems momentum could now be fading. NIQ data shows 12% of British households purchased meat-free substitutes in the past four weeks, down from 14% in 2024.
Total till sales were up 5.3% at UK supermarkets, though volumes remain relatively flat, up just 0.9%.
The lift to sales was helped by the timing of the new year, which came in the week ending 4 January, said Watkins. However, after that, weekly growth fell.
Ocado led the way with sales up 15.6%, followed by Marks & Spencer – up 9.7% – which was helped by its bigger store formats motivating shoppers to add more items to their baskets.
There was also continued growth at the discounters Lidl (up 7.8%) and Aldi (up 3.8%) with both retailers gaining new shoppers and more store visits.
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