Fraser McKevitt, head of retail and consumer insight at Kantar, said: "It’s no surprise to see the low and no alcohol trend make its mark in January, but given some of the generational splits we have seen in grocery, it’s interesting that older shoppers are just as likely to take these products home as younger ones.
Shoppers also opted for non-branded products to save money, with sales of own label items reaching a record high of 52.3% of sales in January.
Protein products like bars, bites and drinks increased spending on sports nutrition, with sales for the category 47% higher than last year and over two million households purchasing these items during the month.
In the supermarket wars, Lidl's tills rang to the tune of a 7.4% sales hike over the 12 weeks to January 26, marking three years on the bounce of growth for the budget-friendly chain, now boasting a 7.2% slice of the market pie.
Supermarket grocery price inflation slows - what it means for you and your money Grocery price inflation unexpectedly slowed down in January, offering some respite for shoppers, according to recent data.
