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The authoritative independent voice of the UK food industry

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World Cup gives retailers a “welcome boost”

15 Jul, 2026

The British Retail Consortium has released sales data covering the five weeks from 31st May to 4th July 2026, finding food sales growth was down on the 12-month average.

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Food sales increased by 2.8% year-on-year in June, against a growth of 4.1% in June 2025. This was below the 12-month average growth of 3.4%.

Linda Ellet, UK head of consumer, retail & leisure at KPMG, highlighted that as record-breaking temperatures continued from May into June, total retail sales rose, and the men’s football World Cup brought a boost for food and drink. This comes as the Institute of Grocery Distribution (IGD) previously predicted high grocery spend as shoppers watch the World Cup from home.

Helen Dickinson, chief executive at the BRC, stated: “Retail sales maintained momentum despite June’s heatwave. A heatwave doesn’t just change how customers shop – it makes retail operations more challenging, from keeping shelves stocked to keeping products and people cool. These pressures come on top of rising business rates, higher employment taxes and ongoing global uncertainty, all of which are squeezing retailers’ ability to invest, create jobs and keep prices down. With a new Government on its way in, a more joined-up approach to policy will be essential if retail is to realise its full potential.”

“With both the warm weather and football tournament continuing this month, consumer confidence could receive a further uplift.”

Sarah Bradbury, chief executive at the Institute of Grocery Distribution (IGD), commented: “June’s record-breaking heat, food price inflation easing slightly and the start of the World Cup gave retailers a welcome boost, encouraging more frequent top-up shops. With both the warm weather and football tournament continuing this month, consumer confidence could receive a further uplift.

“However, looking further ahead, ongoing political uncertainty and the impact of the Middle East conflict starting to filter through to food prices may weigh on confidence once again.”

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