Grocery price inflation in the UK is continuing to come down, partly due to increased spending on promotional items, according to the latest data.
Industry analyst Kantar found that grocery price inflation fell to 3.2% over the four weeks to 14 April, marking the 14th monthly drop in a row.
Items bought on offer accounted for almost a third (29.3%) of supermarket sales — the highest level outside of Christmas since June 2021.
Deals helped shoppers save as much as £1.3bn this month, almost £46 per household.
“This emphasis on offers, coupled with falling prices in some categories like toilet tissues, butter and milk, has helped to bring the rate of grocery inflation down for shoppers at the till,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.
The data for this month includes spending on seasonal treats for Easter.
In the seven days up to and including Easter Sunday, spending on confectionery topped £100m for the first time ever. Although higher prices played a role in reaching that record figure, the number of chocolate eggs sold was 3% higher compared with the same period a year ago.
Overall, 37% of consumers bought chocolate eggs during the week before Easter and 45% bought hot cross buns.
