Shop prices continued to fall in July as competition between retailers remain strong.

Overall, shop prices reported deflation of 1.6% in July, from the 2.0% decline in June, according to the BRC-Neilson Shop Price Index. This is above the 12-month average of 1.8%.

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Non-food deflation decelerated to 2.2% in July, from 2.8% in June. This is above the 12-month average of 2.8%. Food deflation remained at 0.8% for the second consecutive month.

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Chief executive British Retail Consortium chief executive Helen Dickinson commented: “The long stretch of deflation continued in July with shop prices falling once again. This is testament to the strength of competition between retailers, which is as fierce as it has ever been.

“While we may have become accustomed to prices falling, it’s worth noting that this month’s figures have seen the rate of deflation decelerate. Total price falls have slowed to -1.6% from June’s -2.0%. It’s too early to say if this is the beginning of the end of sustained price deflation or whether pressures in the wider economy could merely mark the end of the beginning.”

Mike Watkins, head of retailer and business insight at Nielsen, adds: “With unpredictable weather and a change to consumer sentiment underway, we have seen retailers cut prices or increase promotional activity in the last few weeks to help top line sales growth, so it is of no surprise that shop price deflation is lower in July than in any other month this year. Once again it is clear there is currently no inflationary pressure coming from retail and discounting looks set to be a catalyst to stimulate demand in the coming months.”