Rising grocery prices fail to dampen wine sales during Olympics

It is getting slightly “easier to go shopping at the supermarket than this time last year”, Fraser McKevitt, Kantar’s head of retail and consumer insight told the BBC.

“We’ve moved well away from those days of double digit grocery price inflation,” he said, but said consumers should shop around to get the best value for money.

Kantar data suggested products which saw the fastest price rises included vitamin and mineral supplements, fruit juices and chocolate. Meanwhile toilet tissues, bottled cola and dog food saw the slowest price rises.

It added that the return to better weather meant barbecue food sales were boosted in the weeks to August.

Supermarkets are locked in a fierce competition for customers, evidenced by lots of promotions and discounts being offered at the moment, Mr McKevitt added.