Sainsbury's sales fall again but glimmers of hope cheer investors

Supermarket shares rise as chief points out that customers' average spend has not fallen

Sainsbury's has revealed its sixth quarter of falling sales, but chief executive Mike Coupe insisted there were signs of improvement on the horizon as shoppers start to increase the number of purchased items.

Sales at the supermarket's established stores fell 2.1% in the last three months amid a continuing price war which has dragged down grocery prices by 2.5% year-on-year.