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Growth of branded products outstripped that of own-label lines in UK

Staff Writer |
The growth of branded products has outstripped that of own-label lines for the first time since May 2015 according to the latest grocery market share figures from Kantar Worldpanel, published for the 12 weeks to 12 August 2018.

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Heavily branded categories – such as savoury snacks, ice cream and soft drinks – performed particularly well over the hot summer months, helping branded growth of 3.9% overtake that of total own label. This compares to total grocery market growth of 3.5%.

Co-op continued to feel the summer glow, experiencing its fastest rate of growth in nearly seven years. Consumers’ current preference to shop locally when the sun is shining has helped Co-op attract an additional 263,000 new shoppers through its doors.

The retailer also saw the average customer visit 22 times over the 12-week period, contributing to a market share increase of 0.3 percentage points to 6.6%.

With growth up 2.7%, Morrisons regained its position as the fastest-growing of the big four supermarkets. Over the past 12 weeks Morrisons cut back on promotions and also gained 231,000 new shoppers, 66% of which were more affluent ABC1 customers.

Tesco saw strong growth from its Express convenience stores and increased total sales by 1.8%, though the retailer’s market share dropped by 0.5 percentage points to 27.4%.

Meanwhile, Sainsbury’s experienced its fastest rate of growth since January 2018, up 1.2%. The grocer was boosted by a strong online performance and the growth of its premium Taste the Difference range. Sainsbury’s market share declined by 0.4 percentage points to 15.5%.


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