Asda’s sales growth has lagged behind other supermarkets as total grocery sales slowed at UK grocers last month ahead of the peak Christmas period.

According to the latest data from NIQ, for the four weeks to 2 November 2024, total till sales slowed to 4%, from 4.7% the previous month as shoppers held back spending to prepare for festivities and Black Friday promotions.

Despite slowing inflation, spend per visit was also down 6% on last year at £18.67.

NIQ UK head of retailer and business insight Mike Watkins said: “Total Till sales over the last four weeks have slowed, with shoppers pulling back their spend.

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“Shoppers so far have been cautious and it’s evident that they are saving on grocery essentials to be able to afford treats and indulgences and we have a polarised consumer with 50% of households continuing to feel pressure on personal finances.”

Confectionery was the fastest growing category over the four week period, up 10.5%, as shoppers stocked up for Halloween and Christmas, however shoppers cut back on purchasing beer, wine and spirits with a unit sales decline of 0.4%, which NIQ said was a sign consumers are holding back until nearer festivities.

Watkins added: “The start of the Christmas advertising campaigns are an opportunity for brands and retailers to entice consumers and showcase what’s new and what’s different. And given that it’s possible that many shoppers will ‘dine at home’ more in the next few weeks, we expect this to boost sales in premium private label food and drink, which NIQ expects to do very well this Christmas.”

It comes as over the last 12 weeks, Ocado was found to be the fastest-growing retailer, with sales up 16.1%, followed by Lidl, up 11.9%, and M&S, up 11.4%.

Tesco and Sainsbury’s sales increased 4.7% and 4.6%, respectively, with both gaining market share, however, Asda suffered a 3.5% decline in sales and a one percentage point drop in market share over the year.