Waitrose achieved its fastest rate of growth since September 2021 in March, scoring a 2.1% rise in sales after cutting prices a month earlier.
Total till roll at the supermarket chain owned by John Lewis Partnership topped £1.43bn in the 12 weeks to March 19, a rise from the £1.40bn recorded a year earlier, according to Kantar data.
Its sales growth had sat at 2.2% in September 2021, but fell to -1.9% in October last year as higher living costs deterred shoppers.
Waitrose committed £100mln to cut prices of its own branded goods from February in response to cost-of-living squeezes - a strong move given that own-labelled goods sales rose 15.8% across the sector in March.
It slashed the prices of 300 basic goods by an average of 14%, looking to target shifting consumer habits, which have seen people take to cherry-picking groceries.
Despite this, people kept "space in their baskets for the brands they know and love," Kantar said, reporting branded goods made up 52% of sales during the month, growing 7.2% - the fastest rate seen since February 2021.
Waitrose's market share did shrink marginally though, from 4.8% to 4.5%, as discounters Aldi and Lidl made leeway in the supermarket space.