Ocado has seen sales drop for the first time “on record” as the number of households buying groceries online drops 20 per cent.
Online grocery sales hit their lowest levels in nearly a year over the three months to August 12, as the end of lockdown encouraged shoppers back into physical supermarkets.
According to the latest figures from Kantar, online grocery sales dropped from their peak of 15.4 per cent of total grocery spend to 13 per cent over the period.
This led to a 0.7 decline in sales for Ocado, which trades solely online, marking the “first decline on record” for the retailer.
“Those who have come to love the convenience of an online shop are sticking with it, ordering regularly and spending on average more than two-thirds of their total grocery bill online,” Kantar’s head of retail and consumer insights Fraser McKevitt said.
“But the unconverted are starting to drop away, preferring to get back to store instead.”
However, Ocado was not the only grocer to suffer as British shoppers began to revert to their pre-pandemic practices.
Grocery sales overall dropped four per cent, seeing each of the Big 4 supermarkets’ sales decline during the quarter.
Tesco was the best performer, seeing sales dip 1.8 per cent, while Sainsbury’s, Morrisons and Asda’s sales fell 2.6 per cent, 4.7 per cent and 6.2 per cent respectively.