Amazon Fresh Ealing

Shoppers are increasingly turning to tinned goods and own brand products as a response to the cost of living crisis, according to yearly online sales data from Amazon Fresh.

Analysis of Amazon Fresh grocery baskets taken between 1 January and 15 November 2022 suggests cost concerns are having a growing impact on consumer choices, with some tinned goods seeing double-digit growth year on year.

Sales of tinned meat and seafood grew by 17.9% year on year. Sales of tinned fruit were up 10%, while tinned vegetables increased 28% year on year, according to Amazon Fresh.

“Customers are clearly cost-conscious, which we can see in the growth of tinned foods as well as the popularity of our private brand, By Amazon,” said Amazon Fresh director Russell Jones.

Living costs weren’t the only thing driving consumer decisions over the past year, with time pressure also a factor, Amazon Fresh said.

Sales of ambient and tinned ready meals increased, partly driven by people returning to the office in greater numbers following the lifting of coronavirus lockdowns, the company said.

Ambient and tinned ready meals grew 10% year on year, while chilled ready meals were up 44% across Amazon Fresh baskets. 

In September, the retailer, which has 19 physical stores in the UK, cut prices on more than 200 branded and own label lines to help customers cope with rising living costs.

Its own-brand products accounted for half of its top 10 bestselling lines during 2022, according to the data. Its top-selling product was the four-pint By Amazon semi-skimmed milk (rsp: £1.65).