Own label products constitute two-thirds of premium grocery offerings sold and are enjoying growth ahead of the market as a whole.

A study of Tesco Clubcard data by Channel 4, Dunnhumby and media surveying company TGI, indicated that an average of £600m is spent every four weeks on premium own label lines, up 23% in the past four years.

The whole premium food category is worth an average of £890m every four weeks, up 19% in the past four years.

Premium indulgent products were the second-biggest category, worth £290.6m every four weeks.

Sales of Fairtrade lines are up 100% while sales of organics are up 51%. Sales of premium brands rose 12%. The most popular premium foods are fresh convenience foods such as soups and smoothies, with customers spending on average £100.4m every four weeks on these products. Premium fruit (£62.3m) and pre-packaged cooked meats (£57.2m) are also popular.

The most popular brands were Tropicana, with average four-weekly sales of £10.5m, wine brand Evolution (£6.2m) and Innocent (£6.1m).

The brands with the most sales growth in the past four years were New Covent Garden (642%), Amoy (620%) and wine brand La Gioiosa (460%).

Helen Croxson, head of marketing and ad sales research and insight for Channel 4, said: "People care more about what they eat and celebrity chefs have played an important role in bringing food issues to the fore. TV plays an important role in premium foods with more food programmes on air than ever before."

Her comments echo those of Justin King, chief executive of Sainsbury's, and Sir Terry Leahy, chief executive of Tesco, who both said this month that celebrity chefs were one of the factors responsible for changing attitudes to food.

At a Channel 4 food event, Joanne Denney-Finch, IGD chief executive, said: "There is a strong link between healthy food and premium lines. Innovation is key to growth in premium foods and the category will become even more successful."