Proportion of spend on promotions stands at 31 per cent as it continues its longstanding rise
Uncertainty caused by the ongoing conflict in the Middle East is making shoppers extra sensitive to price pressure, with consumers keeping a keen eye open for deals.
The latest data from Worldpanel by Numerator shows that take-home grocery sales increased by 0.9 per cent in the four weeks to 19 April compared with the same period a year ago.
Like-for-like grocery inflation fell to 3.8 per cent, which the market analyst said indicated that the impact of the conflict in the Middle East has not yet filtered through to supermarket shelves in Britain.
Shoppers are increasingly seeking out deals due to concerns about rising prices, however, with spending on promoted items over the four weeks rising 7.8 per cent year on year, while spending on full-priced goods fell by 0.2 per cent.
Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, said: “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 per cent, having risen year on year every month since July 2023. Price cuts are driving this trend, Worldpanel noted, with four in every five pounds spent on promotional items used on price reductions, rather than multi-buys, which tend to push up basket sizes.
Ocado and Lidl set the pace as fastest-growing retailers
Looking at supermarket performance, over the 12 weeks to 19 April, Lidl reached a new record high market share of 8.4 per cent, up from 8 per cent a year ago. Sales grew by 8.8 per cent, driven by the acquisition of more than half a million additional shoppers – more than any other retailer.
Sales momentum continued for Tesco and Sainsbury’s, both of which announced full-year financial results last week. Spending at the tills at Britain’s two largest grocers rose by 4.3 per cent and 4.5 per cent respectively.
Sales at Aldi rose 1.2 per cent year on year, while spending at Iceland increased by 2.1 per cent.
Despite widespread concern about inflation and household grocery bills, more premium-focused retailers outpaced the overall market. Sales at online-only specialist Ocado increased by 11.3 per cent, taking share to 2.2 per cent, up 0.2 percentage points on last year.
Market share for Waitrose held at 4.6 per cent as sales rose 3.8 per cent, with spend per trip growing faster than at any other grocer. Sales at M&S were 7.3 per cent higher than in 2025.
