Tesco, ASDA, J Sainsbury, Waitrose and Wm Morrison are preparing for a competition over customers this Easter weekend as food sales growth continues to decline. "It will be a tough Easter. The help from inflation is petering out. There will be a lot of effort to get shoppers to take savings from low inflation and get them to spend it on higher-value products," said Fraser McKevitt, retail analyst at market research firm Kantar.

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