Analysis conducted by retail expert Reapp highlights a significant decline of 26% in jam and spreads sales compared to the same period last year. This decline coincides with a sharp increase in jam prices, which have surged by nearly 50% to £2.04 from £1.37. Furthermore, the popularity of chilled desserts, a cherished component of afternoon tea, has waned, experiencing a sales drop of 12.5%.
In addition to these observations, the study reveals a decline in the consumption of gin and tonic at home, with bottled gin sales plummeting by over 50%. Similarly, crisps have experienced a sales decrease of approximately 7%, alongside a price rise of 5%. Surprisingly, beer defies the overall trend as sales have surged by over 10%, despite prices soaring by 19%.
Notably, the first week of beer sales this year reached its peak on the fifth day of the tournament, generating over 53,000 units sold. This surge occurred as fans watched Andy Murray exit the competition following his loss to Stefanos Tsitsipas.
James Lamplugh, Reapp’s commercial director, emphasizes the impact of the cost of living on major British institutions and sporting events, such as Wimbledon. According to Lamplugh, the analysis clearly demonstrates that as food prices continue to rise, British shoppers are compelled to reduce their indulgence in luxuries associated with celebratory occasions like Wimbledon.
These findings serve as a reminder of the challenges faced by consumers in light of increasing expenses.