Take-home grocery sales increase as online orders reach its highest for nearly five years

In the four weeks to February 22, grocery sales rose 3.4% compared with the same period last year. Like-for-like grocery price inflation inched up to 4.3%.

More customers chose to shop online, as internet grocery sales grew 9.7% year-on-year as over 18 million orders were placed during the four-week period. The online share reached its highest level since July 2021, at 13%.

Shoppers also chose to spend more on premium meal deals, as these ranges made £39m in sales in the week of Valentine’s Day. Sparkling wine, steak, and chocolate were big drivers of sales.

Sales of pancake ingredients also soared in the week to Shrove Tuesday, with flour, sugar, and lemons, and pre-made pancake mixes all seeing huge growth in sales.

Worldpanel by Numerator head of retail and consumer insight Fraser McKevitt said: “More affluent families in London and the Southeast of England are still the most likely to shop for groceries online. However, the channel’s appeal is broadening, with shoppers from a wider range of economic backgrounds increasingly drawn to its convenience.

“Looking ahead to Easter, shoppers will notice that chocolate prices remain high, up 9.3% year on year. While this is still a significant rise, the pace of inflation in the category is beginning to ease and is now at its lowest level since September 2025.”

Ocado was the fastest grating retailer in the 12 weeks to February 22. Sales were up 15.1% with market share reaching 2.1%, up from 1.9% over the same period in 2025.

Lidl again saw double-digit sales growth of 10% to outpace other bricks-and-mortar retailers, now accounting for 7.8% of the market and up by 0.5%.

Tesco saw sales grow by 4.5% and was 0.2% higher than in 2025, now making up 28.5% of the market. Sainsbury’s increased its market share by 0.3% to 16.1%, with sales going up 5.2% in those 12 weeks.

Waitrose sales grew 5.6% and recorded its highest rate of growth since March 2021. Its market share increased to 4.8%, its highest level in three years.

Aldi sales increased 3.1% and has a 10.1% share of the market. Iceland sales grew 2.7% while maintaining a 2.3% market share.

Morrisons has 8.4% of the market after a 2.3% rise in sales. Asda and Co-op have 11.5% and 5% of the market respectively.

M&S, not counted as a grocer but seen as a major competitor to supermarkets in the chilled ready meal category, saw grocery sales rise 7% over the 12 weeks compared to last year as Valentine’s Day boosted sales.