Ocado has maintained its title as the fastest growing supermarket for the second month as total online share reached 12% for the first time since July 2022.
According to the latest data from Kantar, sales for the online grocer surged 12.5% in the 12 weeks to 14 April, ahead of the online market which grew by 6.8%.
Ocado accounted for 1.9% of take-home grocery sales – an increase on the 1.7% share it held a year ago.
Across the rest of the sector, Tesco and Sainsbury’s both gained 0.4 percentage points of share over the period, at 27.4% and 15.3% respectively.
Morrisons achieved its best share performance since 2021 as it maintained its 8.7% portion of the market.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Lidl achieved a record 8% share of the market, fuelled by 9.1% growth in sales, while fellow discounter Aldi reclaimed the 10% market share it last held in September.
It comes as grocery price inflation fell to 3.2% over the four weeks to 14 April, marking the fourteenth monthly drop in a row.
Kantar said the fall was aided by a “significant” increase in promotional spending, with items bought on offer making up 29.3% of supermarket sales – the highest level outside of Christmas since June 2021.
Head of retail and consumer insight Fraser McKevitt said: “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.”
In the seven days up to and including Easter Sunday, spending on confectionery topped £100m for the first time ever and McKevitt said that “higher prices played a role in reaching that record spend figure”.
Click here to sign up to Retail Gazette‘s free daily email newsletter
