Grocery price inflation fell for the 14th consecutive month in April, dropping to 3.2% year-over-year. The decline was attributed to an increase in promotional deals by supermarkets, with items bought on offer accounting for 29.3% of sales, the highest level outside the Christmas period since June 2021. The increase in promotional offers resulted in estimated savings of £1.3 billion for British shoppers. Overall grocery sales rose by 3.3% for the month, driven in part by this year’s early Easter, which boosted confectionery sales by over £100 million. Despite the focus on deals, the prices of sweets and chocolate, along with chilled fruit juices and drinks, remained among the fastest risers in supermarkets.