Grocery price rises in Great Britain slow as cost of toilet rolls, butter and milk falls

Shoppers spend more on promotions as Easter lifts sales of chocolate eggs and hot-cross buns

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Grocery price inflation in Great Britain has slowed to 3.2%, the lowest since November 2021, as the cost of toilet rolls, butter and milk fell and people spent more on store promotions.

The decline in the four weeks to 14 April marked the 14th monthly drop in a row, and compares with an annual rate of 4.5% this time last month, according to the retail analysts Kantar. The slowdown in grocery inflation was aided by a big increase in promotional spending, with items bought on offer making up 29% of supermarket sales – the highest level outside Christmas since June 2021. Overall take-home grocery sales rose by about 3%.