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Fish sales soar at Waitrose as shoppers embrace summer dining

Waitrose saw its sales climb by 6% year-on year in the week to 2 August despite trading against a strong week’s performance in the previous year.

GENERAL MERCHANDISE

Fish sales soar at Waitrose as shoppers embrace summer dining

As the weather improved, customers’ preference for light summer dishes led to a surge in fish sales. Salmon sales soared by 309% while trout sales climbed by 145%. Shellfish also had a buoyant week with sales up 25%.

Sales of gardening products were also strong. Horticulture sales rose by 19% while sales of outdoor products climbed by 66%. Bouquets performed well with sales rising by 47%. 

The final week of the 2014 Commonwealth Games drove sales of ready meals and ready-to-cook meals up 13% and 24%, respectively. In the spirit of the Games in Scotland, Scottish whisky was up 10% and sales of ready to serve drinks increased by 47%.

David Jones, Waitrose supply chain director, said: “Strong promotional activity and a continued spell of great summer weather resulted in a 6% increase in total divisional sales, excluding petrol.

“Waitrose's success at the Nantwich International Cheese Awards last week has also helped sales. Pre-packaged cheese sales were up 7% on last year, while service counter cheese increased by 10%.”

 

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