Total Till sales at UK major supermarkets increased (+1.8%) in the four weeks ending 5th September 2026, according to the latest data released today by NielsenIQ (NIQ). This marked a slowdown from the average +3.2% growth recorded over the 12 weeks ending 8th August, as cooler weather and the return of back-to-school routines brought a reset in shopping behaviour following one of the hottest summers on record.
As the weather turned greyer, shoppers had less need for instant cooling refreshments and unit sales declined (-0.1%) during the period, the first time they have fallen since the four weeks ending 18th April 2026. Across all supermarkets and convenience stores, sales increased (+2.0%), with the strongest growth recorded over the August Bank Holiday weekend. Sales increased +3.1% in the week ending 29th August and peaked at £4.25bn.
There was also a shift in where shoppers chose to buy their groceries. Sales at larger sized supermarkets increased (+2.4%), while growth across convenience stores slowed (+0.3%) as consumers returned to more planned shopping trips following the summer holiday period.
Shoppers shift to comfort food and store cupboard staples
Although ice cream sales remained ahead of last year (+8.1%), sales fell (-22.6%) compared with the previous four weeks as temperatures cooled and households moved towards back-to-school routines. Other summer favourites also recorded sharp declines compared to the prior month, including olives (-16.4%), fresh dips (-10.4%) and fresh fruit (-6.9%).
At the same time, the changing of the seasons and return of school routines acting as a reset, helped more traditional comfort foods recover following the summer. Ambient grocery sales increased (+2.9%) in value versus a year ago, while unit growth returned to positive territory (+0.7%) after declining during the summer. This led to a significant growth in some store-cupboard staples. Sales of canned beans, excluding baked beans, increased (+10.1%) in the latest four weeks, driven in particular by butter beans, where value sales surged (+31.5%). Butter beans alone accounted for 58% of the value growth across the canned beans category.
There was also a marked growth in sales for gravy and stock, which increased +4.1% year on year and was 33.7% higher than the previous four-week period. Chilled soup (-3.7%) and ambient soup (-2.7%) remained in value decline year on year but both recorded double-digit sales growth compared with the previous four-week period, up +29.3% and +28.2% respectively. 1
The fading impact of the summer and FIFA World Cup was also evident across alcohol, with total alcohol value sales falling -0.4% compared with last year. Lager declined (-2.0%), alongside cider (-1.6%) and stout (-1.2%). However, pre-mixed alcoholic drinks continued to buck the trend, recording strong value growth (+24.7%). Soft drinks remained a standout performer, with shoppers spending £1.1bn and sales increasing +10.2% compared with last year. The category accounted for 32% of total store value growth during the period.
A focus on a September reset
As consumers move into autumn and become more selective about what they buy, health is also becoming an increasingly important consideration. Previous NIQ data shows that 12% of UK households now have a GLP-1 user, with the influence on eating habits extending beyond the individual using the medication. 2
This reflects a wider focus on healthier choices, 45% of UK shoppers saying they are eating more food from scratch, 37% eating more natural snacks, 31% checking food labels and avoiding specific additives, and 11% buying more organic products. 3 With this in mind, impulse products such as crisps, chocolate and soft drinks that state they are ‘all natural’ or made with ‘all natural ingredients’ grew (+9.4%) in the last four weeks, significantly ahead of the +5.4% growth recorded across the total impulse category. A similar trend can be seen in fresh food, where products labelled ‘organic’ grew +4.7%, compared with +1.9% for the overall fresh food category.4
Online channel grows
Over the latest 12 weeks, Ocado (+17.4%) and M&S (+10.8%) continued to lead grocery growth. M&S is driving larger baskets by targeting family shoppers, revitalising older stores with ‘destination’ food halls and expanding value-led ranges such as ‘Remarksable Value’ and ‘Bigger Pack, Better Value’. The strategy is paying off, with average basket value reaching £16.295 in the latest four weeks, up 9.1% year on year. Lidl also maintained strong sales momentum (+7.7%), followed by Waitrose (+2.6%).
Online grocery continued to outperform the wider market, with e-commerce sales up +10.1% in value with total sales of £2.1bn in the latest four weeks, up +0.9% on the previous month as consumers continue to reach for convenient delivery methods. 6
Mike Watkins, head of retailer and business insight at NielsenIQ, said: “Following one of the hottest summers on record, which encouraged consumers to spend more freely, September is likely to mark a return to tighter household budgeting. Currently, one in three households cite the cost of living as their biggest concern, while almost three-quarters expect to be moderately or severely impacted by financial pressures as we move into the autumn and winter months. With children now back at school, consumers are likely to enter a period of reassessing priorities, taking stock of finances, and monitoring spending more closely.”
Watkins continued: “Looking ahead, increased consumer scrutiny of spending creates the potential for greater price sensitivity and promotional intensity. As retailers enter the Golden Quarter, they will need to work harder and smarter to drive volume growth. This could involve encouraging shoppers to trade up through stronger mission-led propositions, leveraging personalisation to align with consumer values, and ensuring that festive marketing campaigns resonate with increasingly price-conscious consumers. By striking the right balance between value, relevance, and engagement, retailers can maximise opportunities during the critical run-up to Christmas.”
