Grocery sales over the 2016 Christmas period were well below the annual growth rate, while online sales were significantly higher than the year before, according to Nielsen data.
Online grocery sales rose by 19 per cent compared with December 2015 and were three per cent higher than growth average for 2016.
“The way consumers shopped for groceries over the festive season remained similar to the total-year trends, with 40 per cent of consumers buying product while on promotion,” Nielsen Director of Retailer Services Megan Treston said.
“We also saw consumers slightly reduce the number of items in their basket during December compared with the previous year.”
Nielsen data released on Wednesday indicated that six per cent of Australian households sourced their Christmas groceries online, spending on average a total of $208 over the month of December.
Grocery categories such as fresh berries, mangoes, avocados, mineral water and fresh prawns surged during the period with the biggest jump in both volume and value sales compared with the same period in 2015.
Melons, stone fruits, sliced meats and frozen poultry all declined in sales volume, and pantry staples such as pasta and rice, long-life juice and biscuits were also less likely to be found in shopper baskets.
“Interestingly, there were no major shifts in price inflation or deflation driving this trend,” Ms Treston said. “However, senior families and small-scale families were the two demographic groups that increased their spend above market rates.”
| Christmas 2016 wrap-up | |
| Shoppers bought more: | Shoppers bought less: |
| Fresh berries | Melons |
| Avocados | Stone fruit |
| Mangoes | Frozen poultry |
| Mineral and flavoured water | Pasta and rice |
| Fresh prawns | Biscuits |
| Pork | Sliced meats |
| Lamb | Long-life juice |