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The study conducted by market research firm Kantar Worldpanel suggests that aggregate sales across all British supermarkets grew by 3.6 per cent year on year during the quarter ending March 21st, the slowest growth rate since August 2007.

Kantar Worldpanel says the reason for the slowdown was due to lower food price inflation which fell to 1.8 per cent compared with 9.1 per cent in the same time period during the previous year.

” While lower inflation has had a dampening effect on retailer growth, it also “brings benefits to consumers. The latest figures suggest that shoppers are taking advantage of slower grocery price increases by trading up to more expensive lines such as Tesco Finest,” Kantar Worldpanel ‘s Fraser McKevitt said.

According to the results of the survey, Morrison’s was the strongest performer amongst the Big Four grocery retailers, with sales increasing by 7.8 per cent year on year during the quarter ending March 21st.

Next was Sainsbury’s with sales rising by 4.6 per cent, followed by Tesco (4.1 per cent) and Asda (2.7 per cent).

Asda axed the Clipper and Cafédirect Fairtrade coffee brands from its range of Fairtrade products after both coffee brands performed poorly during 2009.

The supermarket chain says it will replace the dropped brands with three new Extra Special own label coffees. Two of the replacement brands are Rainforest Alliance certified, whilst the third is Fairtrade certified.

Asda’s Fairtrade product range is 20 strong and offers everything from bananas, tea, wine and oranges.

Many predict that 2010 will be the breakout year for the Fairtrade mark, with many manufacturers adopting the ethical brand.

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Strawberries went on sale at 25 Morrisons retail outlets in the South of England, with the UK’s largest retailer Tesco confirming they are now available in 15 stores.

The other major retailers including Asda, Sainsbury’s and Waitrose are all expected to begin stocking the first British grown strawberry crop of 2010 in the next few days.

Tesco strawberry buyer Ben Reed said: “Not only are we enjoying the first warm weather of the year this week but we’ve also now got the first British strawberries which means that summer is well and truly on the way.”

“The arrival of the first home grown strawberries is extremely significant – not only does it herald the start of British Summer Time but it is also the start of the UK growing season.”

“Many shoppers think of the first home grown strawberries as being bitter and hard but the ones we’ve got our hands on are delicious.”

Nicki Baggott, soft fruit buyer for Waitrose, added: “The first British strawberry signifies the end of winter and heralds the arrival of spring. This explains why it’s the ultimate feel good fruit – and one which retailers are clamouring to get on shelves as early as they can.”

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Scottish Kestrel potatoes sales rocketed by 700 per cent, whilst there was a 200 per cent leap in Haggis sales, and Scottish Whiskey purchases rose by 40 per cent.

The strong sales come on the back of a roll-back on Burns Night prices with offers such as £1 on Halls 454g Haggis.

Asda says the increase in sales reflects the fact that shoppers this year prefer to entertain at home.

In an effort to help customers of its Scottish store prepare for a Burns Night indoors this year, the retailer at its Hamilton store held a Haggis workshop and is offering shoppers the chance to win their own Burns Night meal at home, through a special online poetry competition.

Paul Dover, Customer Planning Manager for Local in Scotland, said: “This is our most ambitious Burns Night project yet and we think it’s the perfect way to get our customers and colleagues engaged with the true spirit of Burns Night. With sales already showing the popularity of our Scottish products price Rollback, I’m sure this is going to be a Burns Night to remember for our customers”.

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According to market research firm Nielsen, the upmarket food and grocery retailer saw sales increase by 13.6 per cent during the quarter ending December 26th, compared with the same time frame in the previous year.

Waitrose sales increase was nearly double the rate recorded by the dominant British grocery retailer Tesco. The UK’s largest supermarket chain trailed its rivals during the period, registering growth of 7.4 per cent during the course of the four weeks. Tesco registered the lowest sales growth for the period.

Morrisons who placed second on the list recorded 11.8 per cent growth in sales during the holiday season, followed by Asda who registered an 8.6 per cent increase in its sales during the period. Sainsbury’s was fourth on the list, and saw a sales increase of 7.7 per cent during the Christmas shopping season.

Commenting on the results, Nielsen said the grocery market experienced a “robust” December and a “particularly strong” Christmas and said the sector had grown by an aggregate of 6.7 per cent during the four week period.

A Nielsen spokesman said “We had a slow start to the season and from the figures it looks like consumers held back until the final fortnight where we saw some exceptional growth. The level of promotional activity in supermarkets usually drops off in December but it remained at 35pc this year. Shoppers shared in the bonanza – price cuts, bigger than ever promotions and loyalty scheme give-aways all helped encourage shoppers to spend.”

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