Grocery price inflation has seen a decrease for the 14th month in a row in April, thanks to an increase in promotional deals offered by supermarkets, according to the latest figures.
Analysts Kantar reported that prices were 3.2% higher than they were a year ago in the four weeks leading up to April 14, a significant drop from the 4.5% recorded last month. Items purchased on offer accounted for 29.3% of supermarket sales, marking the highest level outside of the Christmas period since June 2021.
These increased promotional offers resulted in an estimated £1.3billion in savings for British shoppers, or £46 per household. Overall, take-home grocery sales saw a rise of 3.3% for the month.
The early Easter this year was identified by researchers as a factor driving record confectionery sales, with shoppers purchasing over £100million worth of sweets and chocolate in the seven days leading up to and including Easter Sunday. Sales of chocolate eggs this spring were 3% higher than last year, with 37% of consumers buying one during the week.
Hot cross buns proved even more popular, being bought by 45% of Britons. Despite the focus on deals, the prices of sweets and chocolate were among the fastest rising in supermarket aisles, along with chilled fruit juices and drinks, according to researchers.
Fraser McKevitt, head of retail and consumer insight at Worldpanel by Kantar, said: "This emphasis on offers, coupled with falling prices in some categories like toilet tissues, butter and milk, has helped to bring the rate of grocery inflation down for shoppers at the till." Coming after last week's ONS figures revealed a dip in overall inflation to 3.2% in March, this data suggests easing food prices has played its part.
Leading the pack in potential growth is online supermarket Ocado, who witnessed an uplift in sales of over 12.5% in the 12 weeks leading up to April 14. This came ahead of the total online market reported growth of 6.8%. Lidl increased sales for the same period by over 9.1%, earning it a total market share of 8%.
Over at Aldi, they've successfully reclaimed their long-lost 10% market share last sighted back in September 2023, seeing an increase in their takings by 2.8%. Tesco and Sainsbury's have also seen noteworthy uplifts in the sales department, seeing rises of 6.8% and 5.9%, respectively. Morrisons ' spending saw a hike too, rising by 3.8%. Both Waitrose and Iceland experienced sales growth of 3.7%.