Burger sales skyrocket during heatwave

Hot weather and Team GB’s success at the Olympic Games in Rio have combined to give burger sales a much-needed boost. 

According to Nielsen data, during the four weeks to 13 August 2016, sales of fresh beef burgers rose 19% compared to the same period last year.

The period marked the best year-on-year sales figures at the UK’s leading supermarkets for nearly three years. Overall, the value of sales was up 0.9% versus the same period a year ago – the best figure (excluding Easter and Xmas-inflated periods) since the four-weeks ending 9 November 2013 (1.7%). Sales volumes increased 1.0% – the best figure for over 16 months (28 March 2015, 1.5%)

“The stellar Team GB performances at the Olympics combined with the hot weather, particularly in mid-July, helped supermarkets to their own personal best for some time,” said Mike Watkins, Nielsen’s UK head of retailer and business insight. “Brexit seems to have been replaced by an Olympic ‘feel-good’ factor among shoppers, and there were more visits to buy food and drink in the last four weeks than this time last year, with most retailers benefitting from an increase in shopper penetration.”

He added there was some “intense price competition, which is, of course, good news for consumers”.

The amount of sales on promotional items fell further to 28%, reflecting the big four supermarkets’ move to “simplify the overall customer offer in response to the growth of the discounters by lowering the level of promotions and reducing multi-buys, instead moving to permanent price cuts”.

Burger sales had become depressed of late with recent Kantar Worldpanel data for the 12 weeks to 17 July 2016 showing that value sales had dropped 6.3% while volume sales fell 4.4% compared to last year.

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