‘Clear flight to value’ as grocery inflation hits highest in over a decade

British grocery inflation hit 5.9 per cent in April, its highest level since December 2011, forcing shoppers to seek out value, increasingly at discounters Aldi and Lidl, industry data showed on Tuesday.

Market researcher Kantar said prices are rising fastest in markets such as dog food, fresh lamb and savoury snacks, while falling in spirits.

It said the average UK household will now be exposed to a potential extra £271 per year.

“A lot of this is going on non-discretionary, everyday essentials which will prove difficult to cut back on as budgets are squeezed. We’re seeing a clear flight to value as shoppers watch their pennies. The level of products bought on promotion, currently at 27.3 per cent, has decreased 2.7 percentage points as everyday low price strategies come to the fore,” said Fraser McKevitt, Kantar’s head of retail and consumer insight.

Surging prices are causing the biggest squeeze on UK household incomes since at least the 1950s and consumer confidence is at near record lows.

Britain’s overall inflation rate hit a 30-year high of 7 per cent in March and is expected to peak at nearly 9 per cent later this year.

Kantar said German-owned discounter Aldi was Britain’s fastest growing grocer over the 12 weeks to April 17, with its sales up 4.2 per cent year-on-year, closely followed by rival Lidl, which was up 4.0 per cent.

Over one million extra shoppers visited Aldi and Lidl respectively over the period compared with the same time last year.

Both achieved record-breaking market shares, with Aldi holding 8.8 per cent and Lidl at 6.6 per cent. Unlike their bigger rivals the discounters are still opening new stores.

Kantar said total grocery sales fell 5.9 per cent over the 12 weeks year-on-year.

For the first time since the Covid-19 pandemic began sales were also in decline by 0.6 per cent compared with two years ago, as the period now includes the start of the first lockdown when only essential shops like grocers were allowed to open.

Of Britain’s big four grocers only market leader Tesco gained market share over the 12 weeks.

While Tesco’s sales fell 4.8 per cent year-on-year, sales at Sainsbury’s, Asda and Morrisons were down 7.7 per cent, 10.3 per cent and 10.5 per cent respectively. Symbols and independents were also hit hard, with sales down by 11.5 per cent.

On Monday, Asda and Morrisons said they were cutting the prices of key items.

Kantar also noted that the war in Ukraine has increased public awareness of supply pressures and there was evidence of stocking up as consumers prepared for limited availability.

It said sales of sunflower oil and vegetable oil were up 27 per cent and 40 per cent respectively over April.

Several grocers, including Tesco, are now rationing cooking oil.