Tesco has seen its biggest boost in market share in 14 years, despite demand falling in the build-up to Christmas.
Kantar data shows that sales dipped 1.4 per cent in the 12 weeks to 28 November, a softer decline than the market average of 3.8 per cent.
Britain’s biggest retailer now accounts for 27.7 per cent of all grocery sales, up from 27 per cent in a year.
The only other supermarkets to increase their share were Aldi and Lidl, which nudged up 0.2 per cent to 7.9 per cent and 6.4 per cent respectively.
Kantar head of retail Fraser McKevitt said all supermarkets had lost sales since 2020, which he put down to the lifting of Covid restrictions.
“Circumstances are very different this year,” he noted.
“With people back in the office a few days a week and restaurants and cafés open, we’re putting less in our grocery baskets for cooking at home.”
The Kantar research also revealed that grocery inflation hit a 17-month high of 3.2 per cent in November.
However, McKevitt claimed the price rises had not dented people’s “desire to treat themselves and loved ones”.
“Supermarket premium own-label ranges, such as Tesco Finest and Asda Extra Special, are the fastest growing ranges in store,” he continued.
Sales of these lines reached £587 million in 2020, which McKevitt said could be “even bigger” this year.