Own-brand labels now have a marginally larger market share than branded items.
New figures from Kantar show that grocery price inflation rose again in recent weeks and now stands at 16.8%, up from 16.4%.
Grocery inflation continues to rise with annual shopping bills costing €23 more per week than last year.
Kantar said its latest figures show that although value sales are up significantly, grocery price inflation is still the driving factor rather than just increased spending.
It cautioned that consumers' annual grocery bills are set to rise by €1,211 if they do not make changes to their shopping habits.
Families seem to be doing less big shops - and instead going for more frequent baskets - with a 13% increase in the number of visits to the shops.
Inflation is the biggest concern facing shoppers - with a 16% jump in prices - IF there's no change in habits.
However, that doesn't seem to be happening as there was a 13% increase in the sale of own-brand products as shoppers look for cheaper alternatives with the rise in the cost of living.
Own-brand labels now have a marginally larger market share than branded items.
In terms of seasonal sales, there's been a big jump in the sales of large Easter eggs with them going up by over 80% year-on year.
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