In its most recent study on the industry, Kantar Worldpanel—which aggregates sales and pricing information from the big chains—noted a 14-year trend of declines in the yearly rate of till price increases.
It was discovered that shrewd consumers saved £1.3 billion by buying cheap goods during the four weeks leading up to April 14 by taking advantage of the fierce competition for customers between competing supermarkets.
According to Kantar, that translated into savings of £46 per household.
The outcome was a decrease in the rate of grocery inflation from 4.5% to 3.2%, according to the data.
Falling costs for necessities like toilet paper were further important causes.
