The total market grew by +2.5% whilst unit sales declined (-0.2%) with Total Till sales at UK major supermarkets growing by +3% in the last four weeks ending 27th December 2025, according to new data released today by NielsenIQ (NIQ).
Shoppers spent £19.6bn over the four-week period with NIQ data showing that grocery sales peaked in the week ending 20th December where shoppers spent £5.3bn, the biggest week of 2025. With the extra day of trading the following week, with Christmas Eve on a Wednesday, this also benefited large, full range stores. 1
With 29% of households opting to shop for groceries online,2 this was the fastest-growing channel (+9.9%) which helped to drive eCommerce share to 13.5% of sales up from 12.6% last year.
While promotional spend increased to 27% of sales, this Christmas, shoppers were more considered in what they purchased. NIQ data shows that consumers shopped more often (+1.4%) on and offline for their groceries and spent a little more each time they shopped with spend per visit up +1.1% on last year at £22.24. 2
Premium private label value sales grew by +5.6% (and unit sales by +3.1%) accounting for 28% of all private label sales this December indicating consumers were still keen to treat and indulge where they could afford.
In terms of category performance, impulse (soft drinks, snacks and confectionery) grew by +5.7% and fresh foods grew (+ 4.9%), as intense competition drove retailers to make significant price cuts to win-out the category in the last week before Christmas. Frozen foods also saw an increase (+1.2%) while beer, wine and spirits declined (-0.1%).
Shoppers buy more fresh foods at this time of the year and 32% of eCommerce sales in December were fresh foods, the biggest super category, growing by +9.9%. The other fastest growing categories in eCommerce were health and beauty at +14.9% and impulse at 11.1%.3
Ocado (+12.8%) retained its position as the fastest-growing retailer for the second consecutive Christmas due to the continued growth of online grocery spending. Meanwhile, Lidl (+9.4%) led growth among store-based retailers. Both Sainsbury’s (+5.7%) and Waitrose (+5.5%) had a successful Christmas period, aided by new shoppers and more visits. Tesco (+3.7%) gained market share, and M&S (+4%) also experienced good growth, although this was against higher comparatives compared with last year. Morrisons (+3.1%) had their best trading in 6 months having seen sales fall in December last year. Sales at Asda (-6.5%) dropped considerably during December.
Mike Watkins, head of retailer and business insight at NielsenIQ, said: “It’s clear that the convenience of shopping online benefited a lot of UK shoppers over the 2025 Christmas period. By taking advantage of booking delivery slots in advance, shoppers could do a ‘big Christmas shop’ online, including fresh foods, which helped drive growth. This was then supplemented with in-store visits in the last few days before Christmas, allowing shoppers to search for further seasonal discounts, treats and indulgences.”
Watkins added: “Those retailers with sales momentum at the start of the quarter were able to extend this through to the end of December. Considering the external mood, music and the continued pressure on household finances, it was a Christmas of cautious celebration and a good four weeks for most food retailers.”
