However sales saw some peaks and troughs over that time, rising to around 5000 million GBP in 2011, falling to around 4500 million GBP in 2013, rising again to around 5500 million GBP in 2014, declining again to around 4600 million GBP in 2017, peaking at a little over 7000 million GBP in 2017, then falling again to around 5800 million GBP in 2018.