Grocery sales grew by 4.4% over the four weeks to 18 May, despite a jump in inflation over the same period, according to the latest sales figures from market research company Kantar.

Grocery price inflation reached 4.1% during the period, its highest level since February last year, says Kantar.

The warm start to May saw climbing sales of barbecue-related products and sun-block, while consumers also focused on their health. Sports nutrition ranges and fresh fruit products also saw a boost.

“This latest jump in grocery price inflation takes us into new territory for 2025,” says Kantar head of retail and consumer insight Fraser McKevitt,  “Households have been adapting their buying habits to manage budgets for some time, but we typically see changes in behaviour once inflation tips beyond the 3% to 4% point as people notice the impact on their wallets more. Own label lines are the ones to watch, with premium own label, in particular, being the fastest growing part of the market since September 2023.”

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Consumers are increasingly seeking promotions to get better value, adds McKevitt.

“The growth of spending on deals has carried on this month, increasing by 5.1% versus May last year. Trimming prices remains the most popular way for retailers to draw in customers, with 80% of promotional spending this period down to straightforward price cuts.”

The weather factor has meanwhile seen sales of chilled burgers grow by 27%, with potato salad sales up by 32% and coleslaw up 19%. Sun protection product sales were up by 36%.

The Kantar figures also show that Ocado has marked a full year as the UK’s fastest-growing grocer, with its sales climbing by 14.9% year-on-year during the 12 weeks to 18 May.

As may be expected, discounters also put in a strong performance, achieving their highest combined growth since January last year.

Lidl reached a new market share high of 8.1% from sales up by 10.9&, attracting an additional 419,000 shoppers through its doors.

Aldi’s market share hit a record 11.1%, with sales up by 6.7%.

Tesco sales increased by 5.9%, increasing its market share by 0.4% to 28%. Sainsbury’s boosted its performance by 4.7%, for market share of 15.1%.

Sales at Morrisons were up by 1.1%, to account for 8.4% of the market. Asda put in its best performance since May last year, for market share of 12.1%.

Waitrose maintained a market share of 4.6% as sales grew by 4%, while Iceland sales were up by 1.9% for a 2.2% market share.