Sainsbury’s and Iceland Lead in Shopper Increase Amid Grocery Sector Promotions

Amid heightened promotions to entice budget-conscious consumers, Sainsbury’s and Iceland stood out as the only supermarkets to experience increased foot traffic last month, according to Kantar data. Sainsbury’s continued its trend of growing shopper numbers, while Iceland saw a rise in customer footfall for the first time since June 2023. Overall, promotional spending in the grocery sector increased by 4% last month, totaling £586 million year-on-year. Tesco and Sainsbury’s expanded their market shares, with gains of 0.3 and 0.4 percentage points respectively. Additionally, Aldi, Lidl, and Waitrose also saw growth in their market shares, while Asda experienced a decline. The competition between supermarkets' own-label products and branded goods remains intense, with own-label sales outpacing branded products last month.

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