New research for The Grocer has revealed the best-selling individual products in Britain’s supermarkets - and it’s not a list to please health campaigners.
Alcohol, soft drinks and crisps feature prominently in a table of the top branded SKUs in the grocery market - excluding the discounters - by annual value sales [IRI 12 m/e October 2014].
Smirnoff Red Label vodka took the first and third places with its 1,000ml and 700ml bottles, while second place went to a six-pack of Walkers crisps.
“Clearly we have our favourites,” said Tim Eales, strategic insight director at IRI, which compiled the data. “We like salty things, we like alcohol and sugary drinks - products that could never be described as healthy.”
Despite the long-term decline in the standard bread market white loaves from two major brands appear in the top 10. Red Bull also makes the top 10, with a 250ml can in tenth place.
Three more spirits - Jack Daniel’s, Bell’s and Gordon’s - make the top 20 list, while the first beer SKU is 20 cans of Foster’s at 22.
Smirnoff brand owner Diageo said it was “delighted” to see Smirnoff was Britain’s best-selling branded SKU. “It is testament to the fact that consumers want great quality, versatile products that offer real value,” added brand director Julie Bramham.
Smirnoff loses the number one spot when own-label lines are factored in, with four-pint bottles of whole milk topping the table with sales of £241m. Four-pinters have been a key weapon in the supermarket price war - last month The Grocer reported that the average price had fallen 15p since February.
Top-selling grocery SKUs by value
|Brand||Value sales (£m)|
|1||Smirnoff Red 1000ml Vodka||191.4|
|2||Walkers Crisps 6-pack 150g||179.1|
|3||Smirnoff Red 700ml Vodka||165.2|
|5||Coca Cola Standard 500ml||138.2|
|6||Kingsmill White 800g||135.1|
|7||Walkers Crisps single 32.5g||134.9|
|8||Warburtons Toastie 800g||133.3|
|9||The Famous Grouse 1000ml||130.4|
|10||Red Bull Standard 250ml||124.5|
|11||Hovis White 800g||120|
|12||Lurpak Spreadable Original 500g||117.2|
|13||Diet Coke 500ml||104.3|
|14||Kingsmill 5050 800g||101.1|
|15||Coca Cola Standard 1750ml||99.5|
|16||Cathedral City Mature Block Fullfat 350g||96|
|17||Jack Daniels 700ml||93.8|
|20||Felix As Good As It Looks Pouch 100g||87.8|
|21||Warburtons White 800g||86.7|
|22||Foster’s 20-pack 440ml lager||85.9|
|23||Stella Artois 4-pack 568ml lager||83|
|24||Cravendale Semi-skim 2000ml||81.2|
|25||Stella Artois 4-pack 500ml lager||77.9|
|26||Pepsi Max 2000ml||77.6|
|27||Walkers Crisps 20-pack 500g||77.2|
|28||Whiskas Pouch 100g||74.7|
|29||Foster’s 15-pack 440ml lager||73.6|
|30||Walkers Doritos 225g||73|
|31||Carling 20-pack 440ml lager||72.5|
|34||Diet Coke 1750ml||68.8|
|35||Glen Catrine 1000ml vodka||67.7|
|36||Foster’s 4-pack 500ml lager||67.5|
|37||Echo Falls 750ml white zinfandel||66.8|
|38||Felix Pouch 100gr 12-pack||65.8|
|39||Hovis Best of Both 750g||63.1|
|41||Coca Cola can 330ml||62.4|
|42||Kettle Chips 150g||62.3|
|43||Milupa Aptamil Milk 900g||61.6|
|44||Blossom Hill 750ml white zinfandel||58.7|
|45||Heinz 4-pack Baked Beanz||58.3|
|46||Stella Artois 18-pack 440ml lager||58.3|
|47||Blossom Hill 750ml blend||57.8|
|48||Lucozade Energy Orange 500ml||57.6|
Source: IRI 12m/e October 2014