Households are continuing to shop around for cheaper own-brand food as UK grocery price inflation hit its highest level since 2008, with the average household needing to pay £533 extra on their weekly shops over the course of the year.
Supermarket price inflation was 11.6% over the past four weeks, according to data from Kantar, up from 10% a month ago.
The average annual shop is set to increase by £10.25 every week, if consumers buy the same products as they did last year.
Prices for products such as butter, milk and poultry had risen the most.
Demand for lower-priced supermarket own-brand value ranges has been stronger in recent months, with popularity of own-label ranges at the highest levels recorded in the 14 years the survey has been going, with sales up 7.3% and representing 51.6% of total sales compared with branded products.
Shoppers are looking for value at other retailers, especially discounters Lidl and Aldi.
Lidl saw its highest rate of growth since September 2017 as it was again the fastest-growing supermarket in Kantar's survey, with sales up 17.9% over the past 12 weeks, raising its market share to 7.0%.
Aldi was not far behind with 14.4% growth to lift its market share 0.9 percentage points to 9.1%, where it is close to overtaking Wm Morrisons Supermarkets and becoming the fourth largest grocer in the country.
“It’s not surprising that we’re seeing shoppers make lifestyle changes to deal with the extra demands on their household budgets," said Kantar's head of retail and consumer insight, Fraser McKevitt, with overall grocery inflation being the highest level since this data first started being tracked by the company.
Tesco PLC (LSE:TSCO) sales increased by 1.0% and it has 26.9% of the market, while J Sainsbury PLC (LSE:SBRY) fell 0.1%.
Ocado Retail, the joint venture between Ocado Group PLC (LSE:OCDO) and Marks and Spencer Group PLC (LSE:MKS), bucked the overall online sales decline, growing by 6.2% as it attracted new shoppers outside its traditional demographic, Kantar said.