LONDON (Reuters) – UK grocery price inflation fell for the 14th month in a row in April, partly driven by an increase in supermarkets' promotional activity, industry data showed on Tuesday.
Market researcher Kantar said annual grocery price inflation was 3.2% in the four weeks to April 14, versus 4.5% in the previous four week period.
Kantar said items bought on offer made up 29.3% of supermarket sales – the highest level outside of Christmas since June 2021.
But he noted prices were still rising quickly in markets such as sugar and chocolate confectionery and chilled fruit juices and drinks.
Official UK data published last week showed overall inflation fell to 3.2% in March, driven by a slowdown in food inflation to 4%.
Prime Minister Rishi Sunak has sought to take credit for more than halving inflation, although there has been little sign of an opinion poll boost for his struggling Conservative Party, which badly lags the opposition Labour Party ahead of an election expected this year.
Kantar said online player Ocado was again the fastest growing grocer in the 12 weeks to April 14, with a 12.5% growth in sales.
Market leader Tesco and No. 2 Sainsbury's saw sales growth of 5.9% and 6.8% respectively, both gaining market share year-on-year.
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