The findings were revealed by the Institute of Grocery Distribution (IGD), whose ShopperVista research uncovered shifting patterns in consumer behaviour this summer.
Designed to help food and drink firms adapt to changing customer preferences, IGD data found that 71% of shoppers said their usual food and beverage (F&B) choices were different during the hot weather, with 82% opting for lighter meals. This was driven by reduced appetites (69%) and a reluctance to cook in the heat (67%).
Demand shifts towards lighter options
As a result, ShopperVista showed that consumers gravitated towards easier, cooler options, with 44% buying more salads and chilled sides and 25% purchasing more convenient, easy-to-prepare foods such as ready meals and so-called ‘picky bits’.
Hydration and refreshment saw a natural uplift as temperatures rose, with 90% of shoppers citing this as a priority. Meanwhile, 47% bought more soft drinks than usual and 37% purchased more bottled water.
Ice cream and lollies were the most sought-after items, with 64% of shoppers buying more than usual, while 42% bought more fresh fruit. Some 14% purchased more alcoholic drinks than usual during the heatwave, rising to 24% among 18-24-year-olds.
Identifying a clear correlation between the heatwave and changing shopping habits, 62% of shoppers agreed that hot weather changes the way they shop, while 22% made more impulse purchases than usual.
England’s run boosts occasion-led purchases
The World Cup also amplified occasion-led behaviour, with 70% of consumers following the tournament, up from the 59% who had planned to do so before it began.
Notably, England’s long run in the competition proved a boost for the alcohol industry (changed for flow and tone). Some 42% of tournament followers said they planned to buy more alcoholic drinks, rising to 63% among 18-24-year-olds.
Annie McGoff, IGD analyst, said: “When high temperatures coincide with major events, shoppers can shift quickly between planned missions, top-up shops and impulse purchases.
“Businesses that flex availability, merchandising and promotions around chilled, refreshing, convenient and at-home occasion-led products are best placed to respond.”
She added: “Clear signposting, meal inspiration and relevant bundles can also help shoppers make quicker decisions, while stronger supply chain resilience will be increasingly important as extreme weather becomes more frequent.”
