Market research firm Kantar has published its latest grocery market share data, reporting a 3.4% rise in take-home sales in the four weeks to 22nd February 2026 compared with a year ago.
Like-for-like grocery price inflation rose slightly to 4.3%, having fallen in each of the previous four months.
Over the 12 weeks to 22nd February 2026, Ocado was the fastest growing grocer, a position it has maintained since September 2025. Sales were up by 15.1%, and the online specialist’s market share hit 2.1%, up from 1.9% in the corresponding 12 weeks in 2025.
Lidl recorded double-digit sales growth for the 12th consecutive period, and the discounter now accounts for 7.8% of the market. Sales at Aldi rose by 3.1% year on year, delivering a 10.1% share of the market.
Sainsbury’s increased its market share to 16.1%, up from 15.8% a year ago, as sales rose by 5.2% over the 12 weeks, and Tesco saw sales grow by 4.5%, lifting market share to 28.5%.
Sales at Waitrose grew 5.6% – the grocer’s highest rate of growth recorded since March 2021. Market share increased to 4.8%, up from 4.7% last year, the highest level in three years.
Iceland maintained a 2.3% share, with sales up 2.7%, while Morrisons held 8.4% of the market following a 2.3% increase in sales. Asda and Co-op accounted for 11.5% and 5% of the take-home grocery market, respectively.
M&S was a “major competitor” to the supermarkets in the chilled ready meals category, said Worldpanel, and grocery sales at M&S were 7% higher over the 12 weeks compared to last year.
Shoppers turn to online shopping
Shoppers increasingly chose to get their shopping done online, with sales made through the internet up 9.7% year-on-year. More than 18 million orders were placed over the four weeks, taking the channel’s share to 13%, the highest level since July 2021.
Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, commented: “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.”
Premium meals purchased ahead of Valentine’s Day
The results showed that around Valentine’s Day, shoppers looked for premium dine-in experiences. Spending on “high-end” meal deals, priced at £10 or more, hit £39 million in the week of Valentine’s Day, seven times higher than the previous week.
The uplift in meal deal spending began in the middle of the week, with sales accelerating from Wednesday 11th February, but many left it to the last minute, as nearly 12% of households picked up a premium meal deal on Friday night.
Purchases of steak peaked on Friday 13th and Saturday 14th February, while Friday 13th February was the biggest day of purchasing of Valentine’s Day chocolate.
In the lead up to Pancake Day, sales of pancake ingredients “surged”, with flour up 34%, sugar rising by 17% and lemons rising by 70% as shoppers stocked up.
Demand for convenience was also clear, said Worldpanel, with sales of pre-made pancake mixes more than doubling in the week (+114%). However, the cost of key ingredients reached £7.77, an increase of 42p or nearly 6% on last year, as Worldpanel highlighted that those cooking from scratch would pay more for their pancakes.
McKevitt added: “Looking ahead to Easter, shoppers will notice that chocolate prices remain high, up 9.3% year on year. While this is still a significant rise, the pace of inflation in the category is beginning to ease and is now at its lowest level since September 2025.”
