Encore! Own label has stolen the limelight, and the audience are loving it. So much so, they’ve splashed out an extra £105.2m on own-brand food in the past year in the mults alone [IRI 52 w/e 25 February 2017].
After the £625.9m losses suffered a year ago, retailers gave own-label products leading roles to help reclaim lost value. Tesco, for one, put it front and centre as part of Project Reset, signalling it would increase own label’s presence on shelf by 14% with sections like health and free-from ramped up.
It seems to be working. Own label stole a 0.5 percentage point value and volume share from brands in the mults, giving it 33.6% of food & drink value sales. So, will own label be able to keep up this impressive performance? Or will brands fight their way back?
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