According to Kantar's latest supermarket share update, consumers saved £1.3 billion collectively through supermarket deals in the last four weeks.
Grocery price inflation fell to 3.2% over the four weeks to 14th April, aided by "a significant increase in promotional spending". Items on offer made up 29.3% of supermarket sales, while overall take-home grocery sales rose by 3.3%.
Retailers Tesco and Sainsbury's each gained a 0.4% share of the market in the last 12 weeks to hold 27.4% and 15.3% respectively. Tesco sales growth was 5.9%, while Sainsbury's had a sales growth of 6.8%.
Online retailer Ocado was the fastest growing grocer, with sales up by 12.5%. This was ahead of the total online market which grew by 6.8%, and Ocado accounted for 1.9% of take-home grocery sales. Its total online share was 12% for the first time since July 2022.
Aldi had a 10% market share while Lidl had a record 8% share, up 0.4% on the year alongside a sales growth of 9.1%.
Asda had a 13.4% share of the market as Co-op accounted for 5.4% of the market share, with Morrisons holding its 8.7%. Kantar said this was the best share performance for the retailer since 2021, as consumer spending rose by 3.8%.
Waitrose and Iceland saw sales growth of 3.7%, retaining their market share positions at 4.5% and 2.2% respectively.
Supermarket offers bring down grocery inflation
Fraser McKevitt, head of retail and consumer insight at Worldpanel by Kantar, commented: “We’ve been monitoring steady annual growth in promotions over the past 11 months as retailers respond to consumers’ desire for value. Deals helped shoppers save a massive £1.3 billion in the latest four weeks, almost £46 per household."
Retailers now anticipate high spending over the May bank holidays, as May 2023 saw an average increase in sales of £82 million, representing a 3% uplift in spend.
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