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Online grocery growth slips as largely vaccinated older shoppers return to


Now largely vaccinated, over-65s increased their trips to bricks-and-mortar outlets by 6.8% – more than double the national rate

Growth in online grocery sales started to slip in recent weeks as the vaccination roll-out led to more older people resuming their weekly supermarket shop.

UK grocery sales growth slowed to 7.4% over the 12 weeks to 21 March from 12.5% in the previous period, according to data compiled by Kantar.

Sales fell 3% year-on-year in the most recent four weeks, after what was record-breaking spending in March last year, though spending remains 16% higher than this time in 2019.

Online grocery in particular was hit in the past four weeks, with Kantar reporting signs that shoppers are returning to bricks and mortar stores.

Orders from supermarket websites and apps as a share of the total market dropped to 14.5% from what was a record level of 15.4% in February, said Fraser McKevitt, Kantar’s head of retail and consumer insight, though he said online sales were still an impressive 89% higher than this time last year.

“Overall, households made 13 million additional trips to the supermarket this month and we’re seeing growing confidence among older shoppers in particular, with 143,000 fewer over-65s making digital orders in March.

“Now largely vaccinated, this age group increased its trips to bricks-and-mortar outlets by 6.8% – more than double the national rate.”

But this didn’t stop the UK joint venture between () and () from recording a 33.9% jump in sales, taking its market share up to 1.9% from 1.5% a year ago.

Of the major supermarket groups, () increased its sales 8.5% and again gained more market share, up 0.3 percentage points year-on-year to 27.1% of the market.
 
Wm Morrison Supermarkets PLC () notched up sales growth of 8.7% and crept up to a 10.1% share, while sales at () rose by 7.3% and its market share was steady at 15.3%.

Asda, where CEO Roger Burnley announced he will be standing down later in the year, grew ahead of the market and edged up its market share from 15.0% to 15.1%.

Meanwhile, discounters and , which have not benefited from the boom in online sales during the past year, grew by 2.9% and 1.5% respectively.



Read More: Online grocery growth slips as largely vaccinated older shoppers return to

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