Food inflation in the UK edged higher in March as Britons splashed out early on Easter eggs and seasonal confectionery, pushing up prices of chocolate and sweets across supermarket shelves.
According to the latest data from Kantar, grocery inflation rose to 3.5% in the four weeks to 23 March, up from 3.3% the previous month. Overall supermarket sales grew by 3.2%, slightly lagging behind price increases.
Despite Easter falling later this year, shoppers have already spent £134 million on chocolate eggs and festive treats — nearly 10% more than in the same period last year. A third of UK households have already stocked up on hot cross buns, signalling strong seasonal demand.
Fraser McKevitt, head of retail and consumer insight at Kantar, said that supermarkets were fighting hard to maintain shopper loyalty amid ongoing cost-of-living pressures.
“With prices continuing to rise, supermarkets are mindful of the need to invest to attract shoppers through their doors,” he said, noting that promotional spending hit £2.6 billion in March — the highest in four years. Discounted items accounted for 28.2% of industry sales.
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