Online retailers prosper as Brits seek healthier lifestyles during coronavirus lockdown

UK online sales of sports clothing and nutritional meals have increased dramatically over the past week, according to research by Emarsys.

Retailers in both these spaces experienced up to 30% more sales last week year-on-year, while recipe-box companies saw a 200% rise in sales, driven in part by the likes of Joe Wicks’s online fitness and PE lessons.

These trends were identified by Covid-19 Commerce Insight, a joint project between Emarsys and GoodData, which draws on more than a billion engagements and 400 million transactions in 120 countries.

Alex Timlin, Senior VP of Verticals at Emarsys, says: “Health is obviously on the top of everyone’s minds at the moment, as we all look to get through the next few months of this pandemic.”

“Our data has shown that while consumer spending has slowed because of the closure of physical stores in the UK, it has by no means ground to halt. In fact, in many areas, Covid-19 has had no impact on average consumer spending, and in some areas spending has actually gone up — health and fitness being one of them.”

Washing machines are also experiencing growth at the moment. Last week saw a 200% increase in online sales year-on-year, possibly as an attempt by consumers to kill germs more effectively and avoid local launderettes. Online sales of fridges and freezers exploded over the last week by more than 200% as consumers continue to stock up on essential foods during the pandemic.