Shoppers appear to be moving toward branded goods again after soaring prices have seen demand disproportionately favour own-labelled products, analysts have said.
According to CitiGroup, over the four weeks to mid-February, sales and volumes of branded goods mirrored those of own labels across Britain's supermarket sector.
This was as the volume of goods bought returned to incrementally positive territory across the market.
That said, premium own-branded goods largely drove growth, Citi said, though this itself suggests customers are trading upwards after inflation subsided in recent months.
Alongside this, Citi noted growth of online and supermarket channels outpaced gains by discounters, such as Aldi and Lidl, over the period.
The gap between like-for-like inflation at traditional supermarkets and discounters also narrowed after the rate of price increases slowed across the board.
Both Tesco PLC (LSE:TSCO) and J Sainsbury PLC (LSE:SBRY) outpaced wider market growth, according to Citi.