Waitrose sales boosted by game season
Waitrose saw its sales edge down 0.9%, excluding fuel, in the week to 12 September as comparatives were impacted by significant marketing activity during the equivalent week last year.
With children back at school, quick and easy family meals were popular. Sales of pizza climbed by 13%, while sales of ready meals like lasagne and moussaka rose by 26%. There was also a 10% increase in curry sales.
In addition, pre-prepared fish dishes such as butterflied sea bass and sea bream enjoyed strong sales with an uplift of 36%. Game was also popular.
Rupert Thomas, Waitrose marketing director, said: “The start of game season last Friday has had a huge effect on sales, which are up an impressive 1,000% compared to last year thanks to increased availability. New to Waitrose this year are partridge fillets and mallard breasts, which are quick and easy to cook. It was also a good week for poussin, a dinner party favourite particularly popular in the colder months, as sales were up 37% compared to last year.”
The extended stone fruit season meant that customers were able enjoy nectarines and plums in the same week, which is a rare occurrence. Perfectly Ripe nectarines sales rose by 110%, and British plums were up by 85%, due to new varieties on shelf, as well as the extended availability.
As the darker evenings draw in, drinks trends moved towards classic cold weather spirits like rum, imported whiskey and cognac with sales up 44%, 29% and 9% respectively.
