Sales of fresh lamb joints increased by 14.9% in the four weeks to Easter Sunday, according to the latest data from Worldpanel by Numerator.
In the four weeks to 19th April 2026, take-home grocery sales increased by 0.9% compared with the same period a year ago. Like-for-like grocery inflation fell to 3.8%, the lowest since April 2025.
Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, commented: “Concerns about the impact of the Middle East conflict on prices of everyday goods are front of mind for British households. Already feeling the squeeze at the petrol pump, shoppers are responding by turning to special offers in growing numbers when buying groceries.”
The proportion of spending on promotions currently stands at 31.3%, having risen year-on-year every month since July 2023. Numerator said price cuts were driving this trend, with four in every five pounds spent on promotional items used on price reductions, rather than multi-buys, which tended to push up basket sizes.
Easter spending “holds firm”
Lamb remained a popular seasonal centrepiece this Easter, with almost 9% of households buying a fresh lamb joint in Easter week. Sales in the four weeks to Easter Sunday, which fell on 5th April this year, were up by 14.9% compared with the same run up to the holiday weekend in 2025.
McKevitt continued: “Easter is always an important indicator of consumer mood, and shoppers did not hold back on the traditional staples this year. However, with the conflict in the Middle East continuing to fuel concerns about price increases, the promotional data suggests that shoppers are already looking for ways to keep grocery bills down.”
Retailers report increased sales
Over the 12 weeks to 19th April 2026, Lidl reached a new record high market share of 8.4%, up from 8% a year ago. Sales grew by 8.8%, driven by the acquisition of more than half a million additional shoppers, more than any other retailer.
Spending at the tills at Tesco and Sainsbury’s rose by 4.3% and 4.5%, respectively. Market share for Tesco rose by 0.4% to 28.1%, while Sainsbury’s now holds 15.5% share, up from 15.3% last year. Sales at Morrisons were up 1.1%, resulting in a share of 8.4%, while Asda’s share stands at 11.6%.
Sales at Aldi rose 1.2% year on year, while spending at Iceland increased by 2.1%, leaving both retailers with a market share of 10.6% and 2.3%, respectively. Convenience retailer Co-op holds 5.1% share of the take-home market.
