According to the latest supermarket share update from Kantar, retail sales of Easter food products increased by £88 million in the first three months of the year compared with the same period in 2023.
The firm reported that take-home grocery sales had risen by 4.6% over the four weeks to 17th March, as shoppers looked to make Easter-themed purchases.
In March, online retailer Ocado saw the fastest growth as a result of a voucher campaign. Its sales improved by 9.5% in the latest 12 weeks, and accounted for 1.9% of all take-home sales.
Morrisons saw a sales increase of 3.6%, with its market share at 8.7%. Asda increased its sales by 0.2%, now holding 13.8% of the market.
Both Sainsbury's and Tesco saw their market shares up by 0.4%, climbing to 15.2% and 27.3% respectively. Year-on-year sales were up by 6.7% and 5.8%.
Discounters Aldi and Lidl reported sales increases of 3.1% and 8.8%, with market shares of 9.8% and 7.8%. Iceland grew sales by 2.2%, while Waitrose and Co-op market shares sat at 4.5% and 5.5% respectively.
Fraser McKevitt, head of retail and consumer insight at Kantar, explained: “With Easter on the horizon, consumers have been stocking up on classic seasonal treats, with a quarter of people picking up four or more items when buying chocolate eggs.
“Grocery inflation has come down significantly since hitting an eye-watering peak of 17% in March 2023. However, despite this continued slowdown, many British households are still feeling the squeeze. 23% identified themselves as struggling financially in our data - the same proportion as reported in November last year.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
