Ocado has retained its title as the fastest growing grocer this month, as total online reached a share of 12% for the first time since July 2022.
According to the latest data from Kantar, Ocado improved sales by 12.5% in the 12 weeks to 14 April, ahead of the total online market which grew by 6.8%.
The online supermarket accounted for 1.9% of take-home grocery sales, up from the 1.7% it held a year ago.
Across other retailers, Tesco and Sainsbury’s both gained 0.4 percentage points of share over the period, holding 27.4% and 15.3%, respectively.
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Lidl achieved a record 8% share of the market, also up 0.4 percentage points versus a year ago, fuelled by sales growth of 9.1%.
Aldi reclaimed the 10% market share it last held in September 2023.
It comes as grocery price inflation has fallen to 3.2% over the four weeks to 14 April, marking the 14th price drop in a row.
Kantar said this 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.
In total, households saved £1.3bn on supermarket deals, equating to almost £46 per household.
Kantar 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”.
