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.
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.
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.
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%.
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