SuperValu gains edge as grocery prices drop

SuperValu has gained an edge over its supermarket rivals just as the grocery market has slipped into deflation for the first time in two years.

Data from consumer insights agency Kantar Worldpanel covering the 12 weeks to March 26 show that grocery prices fell for the first time since 2015.

For the period under review Kantar said grocery market inflation stood at -0.2%; down from 0.5%. However, it said, this might not lead to consumers buying and spending more at the tills, with deflation being cited as one of the main reasons for the recent slowing in grocery sales growth.