‘Premiumisation’ is driving rise in supermarket alcohol sales, according to analysts

20th November, 2017 by Edith Hancock

The ‘premiumisation’ of the off-trade drinks sector has caused alcohol sales to soar in supermarkets, according to an analyst at Kantar Worldpanel.

The news comes after a new report by Kantar found that alcohol sales are rising in grocers despite the fact that food and drinks prices have risen by their highest margin in four years.

Drinks sales have risen by 5.3% year-on-year, according to McKevitt, with British consumers spending an extra £142 million on alcohol in the last financial quarter.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, told the drinks business that, while there has been a rise in prices at supermarkets across the board, it is the “ongoing premiumisation” of the alcohol they sell which is really driving up business.


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