TAKE HOME SHARE | ||||
---|---|---|---|---|
Kantar Worldpanel: 52 w/e 26 March 2017 | ||||
VALUE | VOLUME | |||
£m | y-o-y% | packs (m) | y-o-y% | |
Snacking Fruit and Nut | 209.2 | 0.7% | 143.7 | -2.3% |
Baking Fruits | 120.8 | -7.7% | 87.2 | -5.2% |
Sugar | 120.0 | -4.1% | 88.2 | -3.8% |
Other Baking Ingredients | 113.3 | -7.0% | 104.3 | -4.6% |
Flour | 93.9 | -1.9% | 100.9 | -2.9% |
Cake Coverings | 11.1 | -18.8% | 5.9 | -18.7% |
TOTAL CATEGORY | 668.3 | -3.8% | 530.3 | -3.8% |
BRANDS VS OWN LABEL | ||||
Kantar Worldpanel: 52 w/e 26 March 2017 | ||||
VALUE | VOLUME | |||
£m | y-o-y% | packs (m) | y-o-y% | |
BRANDED | 285.0 | -4.1% | 209.8 | -6.5% |
OWN LABEL | 383.3 | -3.7% | 320.5 | -2.0% |
RETAIL SHARE | ||||
Kantar Worldpanel: 52 w/e 26 March 2017 | ||||
TRADING | VALUE | |||
Retailers | Grocery | Category | Index | y-o-y% |
Lidl | 4 | 6.4 | 160 | 6.2 |
Waitrose | 5 | 7.1 | 142 | -7.4 |
Ocado | 1.2 | 1.7 | 142 | 19.7 |
Sainsbury's | 14.1 | 16.2 | 115 | -7.4 |
Aldi | 5.4 | 6.2 | 115 | -9.8 |
Tesco | 25.1 | 27.3 | 109 | -2.0 |
Morrisons | 9.9 | 8.7 | 88 | -3.5 |
Asda | 13.2 | 11.5 | 87 | -9.0 |
The Co-Operative | 5.2 | 4.1 | 79 | -7.1 |
Marks & Spencer | 3.5 | 1.3 | 37 | 30.4 |
Home baking has failed to raise its performance over the past yearHome baking has failed to raise its performance over the past year.
Consumers have become less engaged, with value decline driven by shoppers not purchasing as often and buying less per trip.
Performance across the sectors highlights strong value decrease across the board, despite a slight increase for snacking fruit & nut. Within these markets we are seeing strong price deflation and consumers purchasing both less per trip and not as often. Consumers are being exposed to more messaging around excess sugar consumption.
Own label, which has been growing consistently over the past five years, now shows a value decline. Aldi and Lidl’s development of their own ranges is key to value decreasing.
In future, differentiation will be key for branded players. There will be opportunities from advertising, partnership or product placement on the new GBBO series or from innovative offerings. Thomas Steel, Kantar Worldpanel
The take-home snapshot is produced by Kantar Worldpanel. Kantar Worldpanel monitors the grocery retailer take-home purchasing habits of 30,000 demographically representative British households. Call 020 8967 0007 or visit www.kantarworldpanel.com for details
HOME BAKING: WINNERS & LOSERS | |||||
---|---|---|---|---|---|
% | £m | ||||
Winners | Dr Oetker | 6.0 | £2.5 | ||
Hartleys | 1.7 | £0.3 | |||
Losers | Silver Spoon | -0.5 | -£0.1 | ||
Betty Crocker | -1.9 | -£0.6 | |||
Homepride | -11.1 | -£0.9 | |||
Tate & Lyle | -6.3 | -£1.0 | |||
Allinson | -10.7 | -£1.1 | |||
Jus Rol | -2.9 | -£1.2 | |||
Mcdougalls | -14.2 | -£2.1 | |||
Own Label | -3.7 | -£9.8 |