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Supermarket sales enjoy fastest growth since 2013

By Josie Clarke

Britons’ taste for Easter eggs helped supermarket sales rise at their fastest rate since September 2013, figures show.

All 10 major grocers are in growth for the first time in three-and-a-half years, with the overall grocery market rising at 3.7% over the 12 weeks to April 23, Kantar Worldpanel said.

British shoppers bought 20 million packets of hot cross buns in one week alone and splashed out £325m on Easter eggs, upping the average price they paid for an egg by 8.6% to £1.65.

Tesco returned to growth with sales up 1.9% to £7.26bn over the quarter, although its market share fell to 27.5% from 28%, while Sainsbury’s sales rose 1.7% to £4.25bn, the biggest increase since June 2014, despite a drop in market share to 16.1%.

Sainsbury’s positive quarterly sales figures come as it cautioned over “challenging” trading and ongoing price pressures, posting an 8.2% fall in annual profits.

Asda saw its market share fall to 15.6% from 16% even though sales rose to 0.8% to £4.1bn, its first year-on-year sales increase since October 2014. Morrisons was the fastest growing big four grocer, helped by its The Best line attracting more affluent shoppers, with sales up 2.2% to £2.76bn, although its market share fell 0.2 percentage points to 10.4%. Waitrose’s market share was unchanged at 5.2%.

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