Grocery price inflation slowed to 4.7% last month, according to the latest data from Worldpanel. 

This happened as more consumers bought items on deals, with just under 30% of grocery spending going on promoted products. 

Overall, take-home sales at grocers grew by 3.2% over the four weeks to November versus the same time last year, and spending on deals grew by 9.4%. 

While budgets remained tight for many, Worldpanel also found that premium own lines – such as the recently revamped Co-op or Waitrose ranges – were thriving. 

The consumer insight company predicted that sales of premium own lines could hit £1 billion for the first time in December. 

On this trend, Fraser McKevitt, head of retail and consumer insight at Worldpanel, said: “It’s important to remember that shoppers often look for great value and quality, not just the cheapest product.  

“At Christmas especially people want to treat themselves and throughout the cost-of-living crisis we’ve seen them turning to retailers’ premium own label lines to do that in a way that’s more affordable.”   

Elsewhere, the Worldpanel data found that online remains the fastest-growing part of the grocery market. Spending on home delivery grew by 11% this month, and every retailer offering the service experienced boosted sales. 

McKevitt, noted: “Online growth is primarily being driven by the already converted as existing shoppers continue to value the convenience of the format and make more orders.   

“On average, households who use online grocery now buy three shops a month, making up a whopping 61% of their spending at the grocers.”