Retailers are also selling more grocery products on promotion
The later Easter has boosted UK supermarket sales, new figures reveal.
Kantar data shows take-home sales at the grocers rose by 6.5 per cent over the four weeks to 20 April 2025 compared to the same period in 2024, with every retailer improving its performance.
Grocery price inflation edged up to 3.8 per cent in the period, which is well above the recent low of 1.4 per cent in October 2024.
Spending on promotion reached 29.7 per cent, its highest level this year, as retailers helped people to make the most of the holiday without breaking the bank. “The grocers have been sharpening their pricing strategies to stay competitive in the fight for footfall,” said Fraser McKevitt, head of retail and consumer insight at Kantar.
“They’ve invested in price cuts, which were the main driver of promotional growth. Often linked to loyalty cards, spending on these deals grew by £347mn. At Tesco and Sainsbury’s, nearly 20 per cent of items sold are on a price match, and they end up in almost two thirds of baskets.
However, it’s not all about price perceptions alone, McKevitt explained. “What’s clear is that shoppers want quality too, particularly on special occasions, and we can track that, for example, in the rapid growth of premium own label in the latest four weeks at 23.2 per cent.
“Ultimately, retailers need to be seen to be offering great value but it’s a fine tightrope to walk, particularly as they manage their own business costs.”
Lidl on the march
Lidl saw the fastest rise in footfall over the 12 weeks to 20 April, with shoppers walking through its doors an average of 8.8 times. This delivered sales growth of 10.1 per cent, helping it to reach an 8 per cent market share.
Fellow discounter Aldi’s above-the-market sales growth of 5.9 per cent means it now holds an 11 per cent share.
Ocado was the fastest-growing retailer – a title it has held continuously for nearly a year – as sales grew by 11.8 per cent compared to a year ago. It now has 1.9 per cent of the market.
Spending on groceries at M&S grew by 14.4 per cent in the 12 weeks to 20 April, while spending through the tills at Tesco increased by 6 per cent versus the same period last year.
