Supermarket sales have fallen for the first time in three years as shoppers’ appetite for beer, cider and ice cream fell in comparison with a period last year buoyed by hot weather and the men’s football World Cup.
Shares in Tesco, Sainsbury’s and Morrisons fell after industry data from Kantar showed the market shrank by 0.5% in the 12 weeks to 14 July – the first decline since June 2016.
The report said households had been taking one fewer grocery shopping trip during the period while stores are also being squeezed by a slowdown in price growth.
However, it anticipated that the market would return to growth once the comparatives with last year’s summer period pass.
Fraser McKevitt, head of retail and consumer insight at Kantar, said it was a “challenging 12 weeks” with sales declining or growth slowing at all the major grocers except Ocado.
He added: “Last year people shopped more frequently and closer to home as they topped up the cupboards while enjoying the sunshine and the men’s football World Cup.
“This year households are making one fewer trip, which may not sound like much but is enough to tip the market into decline.