People are thinking more about what they eat and how they cook, research shows.
"Price rises are now being compared to the increasing rate of grocery inflation seen last summer, which means that it should continue to fall in the coming months, a welcome result for everyone."
Households seeking ways to save are increasingly switching to the cheapest supermarket own-label lines, Kantar says.Retailers had zoned in on shoppers' need to "dial out of inflation", Mr McKevitt said, but it was getting "much harder" for stores to hit the one pound price point for some goods. "You can understand the power of the pound, it doesn't sound like much money [and] psychologically it's very arresting," Mr McKevitt said. "If you're shopping in cash, because some people still are, it's quite easy to shop at those round pound price points."The Kantar data showed that sales at discount chains Aldi and Lidl had surged by 24.6% and 23.2%, leaving them with ever larger shares of the grocery market.
Supermarkets have been accused of not passing on falling wholesale costs to consumers, prompting the Competition and Markets Authority to launch an investigation.Morrisons and M&S were the latest to announce discounts this week, while Sainsbury's, Tesco, Aldi and Lidl have all reduced bread, milk and butter prices in the past few months.
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