Sales at Waitrose were up 4.4% – excluding fuel – last week (to July 30) compared with the same week last year.
The supermarket chain’s personnel director Helen Hyde said: “Despite the warmer temperatures, baking is proving a popular way of keeping the family entertained during the school holidays. Supported by strong promotional activity, sales rose last week by more than 21%.”
She added that picnic foods also saw significant sales uplifts with Waitrose’s Food to Go range up by 14%, while salads and pre-packed delicatessen both saw sales increases of 11%.
Meanwhile, Omega 3 enriched chicken is continuing to produce strong week-on-week sales since its launch this summer, with sales up by almost 6%.