Whilst Waitrose experiences the drag effect of food price deflation, the grocer's preparation for Easter has helped grow provisional divisional sales.
The upmarket chain reported that shoppers appear to be making more health motivated choices this Easter when it comes to buying treats.
Waitrose said that Easter decorations were up by 73 per cent on last year and sales of gift wrap increased a further 27 per cent.
Also, as the weather turned colder this week, customers turned to more comforting food, with sales of slow-cook meat up nearly 56 per cent.
Sales of ready meals increased by 13 per cent with Indian ready meals performing particularly well, up 41 per cent on last year.
Rupert Thomas, marketing director of Waitrose added that horticulture sales were up over 13 per cent compared to the year before, as customers prepared their gardens for spring.
Seasonal British produce will also be at the forefront of customers minds as spring favourites such as Jersey Royals potatoes and British raspberries become available in Waitrose shops this week.
Meanwhile, the retail giant has appointed new fresh produce boss, Nicola Waller, who has joined the company after a three year stint as director of food at luxury department store Selfridges.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Ciara Mooney.
