Sales of sparkling wine, cakes and baking products up during Royal Wedding as shoppers toast the happy couple

£1.68 billion spent in UK supermarkets during a week of wedding fever

Bracknell, UK; 25 May 2018 – While an estimated 1.9 billion people watched the marriage of Prince Harry to Meghan Markle on 19 May, it was UK supermarkets that were smiling as shoppers pushed up sales of sparkling wine, cakes and baking products. According to analysis from IRI, a leading provider of big data and predictive analytics for FMCG manufacturers and retailers, shoppers spent a total of £1.68 billion (IRI Retail Advantage w/e 19th May 2018).

IRI’s granular store-level data – the fastest available – from the UK’s major multiples (Tesco, Waitrose, M&S, Morrison, Asda, Iceland, Co-Op, Ocado and Sainsbury’s) shows that baking products were up 5.6% against the previous week’s sales, despite the category being in decline by 1.6% since last year. Sales of dried fruit and flour were up marginally, while sugar and sweeteners saw a bigger uplift of 5.8%, delivering almost £4 million in value sales. Non-bakers also helped boost sales of cakes, up 9.3% over the previous week, worth £20 million in sales.

IRI’s figures also show that we were raising a toast to the happy couple, with sparkling wine sales of £20.7 million, up 12.5% over the previous week and up 36.6% on the same time last year. Still wine was down 3%, as was beer and cider, as shoppers deemed the royal occasion worthy of pushing out the boat. Spirits saw a slight increase of 0.8%, worth £60 million to the supermarkets.

Tim Dummer, Commercial & Strategy Director, IRI comments: “It’s no surprise that UK consumers splashed out on sparkling wine and cakes during arguably the biggest party of the year. The combination of a special celebration, beautiful weather and an increase in visitor numbers to the UK saw supermarkets’ tills ringing.”

Grocers saw increases elsewhere, with sales of soft fruit up 7.1% and cream up 10.7% over the previous week, adding a combined £39.5 million to the tills. Non-seasonal party accessories, as expected, were also up 7.6%.

Soft drinks saw the biggest decline during a week of wedding fever, with total soft drinks down 4.3%, with water suffering the most, down 6.7%.

Data source: IRI Retail Advantage w/e 19th May 2018

About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help FMCG, OTC health care, retailers and media companies to grow. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI guides over 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth. www.IRIworldwide.comFollow IRI on Twitter.

For more information, please contact:
Amanda Hassall, PR Consultant
Eureka Communications
Tel: +44 (0)1628 822741; Mob: +44 (0)7855 359889

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