The latest grocery market share figures show that grocery sales increased in value by 2.5% compared to the same period in 2017, despite adverse weather conditions disrupting shoppers.
In the run up to and during the cold snap shoppers stockpiled groceries, buying 4% more items than normal, increasing the average value of a trip from £14.99 to £15.80.
However, shoppers simultaneously visited stores 5% less often as they stayed wrapped up at home, meaning overall lost sales from the storm were minimised to £22m.
Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “The ‘Beast from the East’ played havoc with consumers’ usual shopping plans. Warming foods and drinks were the go-to items for customers after braving the snowy weather – sales of hot beverages and tinned soup grew by 8.4% and 27.5% respectively over the past month.”