Spending on promotion reached the highest level in the month of March for four years, making up 28.2 per cent of all grocery sales and £2.6 billion of this was down to price cuts, shows recent data released today (1).
According to the latest data from Kantar, take-home sales at the grocers increased by 1.8 per cent over the four weeks to 23 March 2025 compared with one year ago – the slowest rate since June last year.
Grocery price inflation rose slightly to 3.5 per cent over the same period.
Fraser McKevitt, head of retail and consumer insight at Kantar, comments, “With prices continuing to rise, supermarkets are mindful of the need to invest to attract shoppers through their doors.
"Promotional sales ramped up this month to 28.2 per cent of total grocery spending, the highest level we’ve seen in March for four years.”
Retailers' price cuts were responsible for £2.6 billion of promotional spending, 8.8 per cent more than the same time last year and significantly higher than the £686 million spent on multibuy deals and ‘extra free’ offers.
McKevitt continues, “Despite the recent surge, we’re still some way off the promotional records hit in the wake of the financial crisis.
"Average spending on deal in 2012 was 39.8 per cent, meaning there could still be more headroom to go. However, the market has changed a lot in that time, with the discounters holding a far higher share today than they did 13 years ago.”
Retailers’ battle to deliver value will be welcome news for households who remain worried about their financial situation.
McKevitt adds, “While the number of people reported as financially struggling has fallen from its recent peak*, this still accounts for almost a quarter (22 per cent) of the country.
"The rising cost of groceries ranks third on the list of concerns keeping consumers awake at night, just behind energy bills and the country’s overall economic outlook.”
Kantar’s data explores the changing nature of the in-store experience as retailers adjust their strategies.
There were 200,000 fewer visitors to supermarket cafés over the course of the last year, with these outlets now accounting for just 0.3 per cent of spending in the grocers.
They do, however, remain popular, with nearly 12 million of us popping in on at least one occasion in the past 12 months.
In the face of ongoing sensitivities around personal finances, consumers are continuing to find a way to treat themselves.
Despite Easter not falling until late April, sales of chocolate eggs and other seasonal confectionery totaled £134 million last month, while hot cross buns were enjoyed by over a third of households.
As Aldi prepares to celebrate the 35th anniversary of its first UK store opening on 5 April, its share of the grocery market has hit 11.0 per cent for the first time. This is up 0.3 percentage points from last year, and its sales grew by 5.6 per cent - the fastest rate for Aldi since last January.
Lidl’s sales rose by 9.1 per cent, taking its market share to 7.8 per cent, 0.4 percentage points higher than one year ago. Lidl attracted 385,000 more shoppers last month, more than any other grocer, and it saw a double-digit rise in footfall.
Ocado was again the fastest growing grocer, a position it has held for the last 11 months, as its sales increased by 11.2 per cent. For the first time, the online retailer took a 2.0 per cent portion of the market. Spending on groceries at M&S increased by 13.1 per cent, on top of M&S goods sold through Ocado.
Tesco boosted spending through its tills by 5.4 per cent, nearly half a billion pounds more than the same period a year ago. Britain’s largest grocer made the biggest share gain, with its portion climbing from 27.3 per cent to 27.9 per cent.
Sainsbury’s reached 35 consecutive periods of year-on-year growth, with sales up by 4.1 per cent as it grew ahead of the market. Its share nudged up to 15.2 per cent.
Sales at Morrisons were 0.6 per cent higher and its stake of the market stands at 8.5 per cent. Asda holds a 12.5 per cent share. Spending through the tills at Waitrose grew by 2.7 per cent, maintaining its 4.4% share of the market.
Take-home sales at the Co-op were up by 1.0 per cent with the convenience retailer now holding a 5.3 per cent share. Iceland’s hold of the market is 2.2 per cent, and its sales increased by 1.8 per cent.
