Rio fever hits Waitrose

The start of the Olympics saw uplifts in sales of Brazilian food and drink at Waitrose last week (to August 6), as all eyes turn to Rio for the next few weeks.

Total divisional sales – excluding fuel – were up 2.1% for the supermarket chain.

Sales of picanha – a Brazilian-style steak – rose by 20% and Brazilian wine sales soared upwards by 54%. The sporting feast on TV drove sales of quick and convenient suppers, with pizza up by 19%.

The grocery multiple’s marketing director Rupert Thomas said:With the summer holidays in full swing, sales of garden toys to keep the family entertained were up 86%.

“Book sales were also particularly strong last week (up 37%) due in no small part to ‘Harry Potter and the Cursed Child’ – the first play script ever sold by Waitrose.   

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