Despite the nation's health kick, Britain's sweet tooth helped the under pressure grocers see the fastest growth in the sector all year.
“An early Easter gave the market a sales boost of £152m compared to last year," said Fraser McKevitt, Head of Retail and Consumer Insight at Kantar Worldpanel. "Britain’s love of all things sweet was in evidence, with 63% of households buying at least one chocolate egg during March, spending an average of £12 over the month. Over half of the population bought hot cross buns, while 15% purchased a fresh leg of lamb for their Easter celebrations.”
The Co-operative saw sales increase by 3.9% – its fastest growth since the Somerfield acquisition in 2011 – increasing its market share to 6.1%. Heeding the retailer’s call for a ‘little and often’ approach to shopping, consumers have been visiting The Co-operative’s stores more frequently, especially for fresh food and own label products. Many of its shops remained open on Easter Sunday, providing an additional opportunity to shop when many larger supermarkets were closed.