Latest Worldpanel by Numerator data shows online orders at highest level in five years
Shoppers are increasingly doing their grocery shopping online, new figures from Worldpanel by Numerator show.
Sales made through the internet are up 9.7 per cent year on year, according to the market analyst. More than 18 million orders were placed over the four weeks to 22 February, taking the channel’s share to 13 per cent – the highest level since July 2021.
“More affluent families in London and the south east of England are still the most likely to shop for groceries online,” explained Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator. ”However, the channel’s appeal is broadening, with shoppers from a wider range of economic backgrounds increasingly drawn to its convenience.”
Overall, take-home sales at the grocers increased by 3.4 per cent in the four weeks to 22 February compared with the same period last year. Like-for-like grocery price inflation rose slightly to 4.3 per cent, having fallen in each of the previous four months.
Valentine’s Day boost
Shoppers dialled up the romance at home this Valentine’s Day, splashing out on premium dine-in experiences. Spending on high-end meal deals, priced at £10 or more, hit £39 million in the week of Valentine’s Day – seven times higher than the previous week.
The uplift in meal-deal spending began in the middle of the week, with sales accelerating from Wednesday 11 February. But many left it to the last minute, as nearly 12 per cent of households picked up a premium meal deal on Friday night alone.
Ocado on a roll
Over the 12 weeks to 22 February, Ocado was once again the fastest-growing grocer, a position it has maintained since September 2025. With sales up by 15.1 per cent, the online specialist’s market share hit 2.1 per cent, up from 1.9 per cent in the corresponding 12 weeks in 2025.
Lidl recorded double-digit sales growth for the twelfth consecutive period, up this time by 10 per cent. Taking an additional 0.5 percentage points of share, the discounter outpaced bricks-and-mortar competitors and now accounts for 7.8 per cent of the market.
Sainsbury’s increased its market share to 16.1 per cent, up from 15.8 per cent a year ago, as sales rose by 5.2 per cent over the 12 weeks. The retailer attracted an additional 400,000 shoppers through its doors during the period.
Market leader Tesco saw sales grow by 4.5 per cent, lifting its share to 28.5 per cent, 0.2 percentage points higher than in 2025.
Sales at Waitrose grew 5.6 per cent, its highest rate of growth recorded since March 2021. Market share increased to 4.8 per cent, up from 4.7 per cent last year, which is its highest level in three years.
Sales at Aldi rose by 3.1 per cent year on year, delivering a 10.1 per cent share of the market. Iceland maintained a 2.3 per cent share with sales up 2.7 per cent, while Morrisons holds 8.4 per cent of the market following a 2.3 per cent increase in sales.
Asda and Co-op account for 11.5 and 5 per cent of the take-home grocery market respectively. M&S, while not a grocer, is a major competitor to the supermarkets in the chilled ready meals category which featured so heavily in shoppers’ Valentine’s Day baskets. Grocery sales at M&S were 7 per cent higher over the 12 weeks compared to last year.
