The World Cup failed to boost UK‘s leading supermarkets, despite a double digit rise in beer and cider sales.
Supermarkets saw a second consecutive period of year-on-year declining sales and volumes, according to the latest data from insights firm Nielsen.
During the four weeks ending 21 June 2014 – which covered the build-up to, and the first nine days of, the tournament – consumers spent -0.6 per cent less at the UK‘s leading supermarkets than the same period a year ago, buying -1.8 per cent less volume.
“Supermarket hopes were heavily pinned on a strong World Cup for England and a good summer to kick-start sales,” says Nielsen‘s UK head of retailer and business insight Mike Watkins.
Retail sales rose 0.6 per cent during the last World Cup in 2010 as supermarkets, fashion and electrical retailers posted a pick-up in sales.
But the major supermarkets were left disappointed by England‘s exit which hit sales. Sainsbury‘s previously said it expected to sell twice as much beer and cider than during a normal week.
Watkins added: “Although the good weather played its part, and sales increased 1.9 per cent in the opening week of the month-long tournament, the national team‘s confirmed exit after just eight days was a blow to stimulating sales.”