NIQ data for The Grocer’s Top Products Survey 2024 shows that over the last 12 months, British consumers did more scratch cooking, with sales of fresh meat (+£481.3m), fresh fruit (+£463.5m), fresh vegetables (+£374m), fresh salad (+£285.3m) and fresh poultry (+£247.6m) all among the top ten fastest growing categories.
Sales of beef (+£242.1m) and chicken (+£212m) were among the most popular and fastest growing products in British supermarket baskets in 2024, but lamb and duck also enjoyed strong growth. The meat-free category (-£37.1m) continues to decline, dipping below £500m in value.
The NIQ data also shows that UK shoppers have cut back on some dairy products, with milk (-£223.3m) and butter, spreads & margarine (-£63.7m) among the fastest falling categories, as the massive inflation in these categories over the past two years has taken its toll.
Rachel White, managing director UK & Ireland at NIQ, said: “Shopping habits have changed once again. What we are seeing in this year’s survey is a return to scratch cooking and the preparation of fresh meals.
“Perhaps this is a nod to trends in healthier living – with consumers taking the time to prepare meals together, sourcing fresh and healthy products and consuming less alcohol – but it’s also a product of the cost of living crisis, as shoppers cut back on takeaways and eating out to save money.”