In block butters, own label is winning share at the expense of brands - indeed, five of the top brands have posted double-digit drops in volume sales.

A significant proportion of block butter is purchased for purposes other than home baking, but Matt Lothian, business insight director at SymphonyIRI, points to baking as an area where brands are losing ground, as home bakers increasingly ask: “Do I need a brand for that?”

Unlike butter, flour sales can be more directly linked with home baking usage.

Own label leads the category, but is growing at a slower pace than many of the brands, including Allinson, Homepride and (from a smaller base) Pillsbury and Laila.

Hovis flour has lost sales year-on-year, but at least some of this is attributable to its inclusion in the 160 Premier Foods lines delisted by Tesco in the second quarter of 2011.