Take-home sales at the grocers rose 3.4% in the four weeks to 22 February compared to the year before, the latest data from Worldpanel by Numerator has found. 

Within this, online grocery achieved its highest share since July 2021, with more than 18 million orders placed, accounting for 13% of the channel’s share. 

The data showed that a broader economic range of shoppers were turning to online shopping. 

On this, Fraser McKevitt, head of retail and consumer insight at Worldpanel, 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.”

For the alcohol category, February saw accelerated sales of sparkling wines from Wednesday 11 February, reflecting a Valentine’s Day rush. 

For food and drink alike, convenience remained pivotal to most shoppers, with purchases around Valentine’s Day and Pancake Day primarily being picked up at the last minute. 

Looking at supermarket growth, Ocado was the fastest-growing grocer, a position it has maintained since September 2025. 

Lidl recorded double-digit sales growth and now accounts for 7.8% of the market. Sainsbury’s increased its market share to 16.1% and Tesco achieved 28.5%. 

Market share at Waitrose was 5.6%, Aldi took 10.1% and Morrisons holds 8.4%. At the same time, Iceland maintained a 2.3% share. 

Asda and Co-op accounted for 11.5% and 5.0% of the take-home grocery market respectively.