The Grocer’s Top Products Survey 2025 in association with NIQ found these products to be the most significant in terms of value lost and gained over the past year.
Beef
▲ £417.7m (13.5%)
Reduced availability of beef cattle, driven by a litany of woes for farmers, has led to prices rocketing in supermarkets. That’s what is behind this massive value gain for beef – the biggest for any branded product in this year’s Top Products Survey. At the same time, its volumes have dipped 0.2% as Brits begin to cut out meat or switch to other animal proteins.
Read our report into Fresh Meat here.
Strawberries
▲ £125.0m (13.9%)
Ideal growing conditions in the spring resulted in a glut of high-quality British berries of many kinds. Strawberries were no exception. Then a long, hot summer sparked a frenzy for the fruit among shoppers. An extra 36.3 million packs went through tills – likely to be accompanied by whipped cream, ice cream or other fresh fruits.
Here’s our Fresh Produce deep dive.
Jason’s Sourdough
▲ £42.4m (114.5%)
Sourdough’s rise looks unstoppable. At the forefront is Jason’s. It’s shifted 10.2 million more kilos in the past year by creating excitement in the bakery aisle with its tangy, fermented portfolio. It’s been supported by a national TV campaign, a pipeline of innovation and £36m of investment by owner Geary’s Bakery on a third production site in Leicester.
Read our Bakery report here.
Magnum
▲ £38.0m (16.0%)
This year’s long, hot summer helps to explain why Magnum’s value sales rocketed in the handheld ice cream market. They were also buoyed by an innovative roadside campaign that kicked off in March. The “multisensory” activity for the brand broadcast “the unmistakable sound of its signature chocolate crack” to motorists tuned into Heart via DAB radio as they passed Magnum billboards.
Read more about the year in our Ice Cream report.
BuzzBallz
▲ £21.9m (805.2%)
Increased distribution and eye-catching innovation have been key to BuzzBallz’s stellar rise in a strong year for RTD cocktails. The US TikTok sensation offers colourful, pre-mixed drinks such as Strawberry ’Rita, Passionfruit Martini and Chilli Mango. All come in spherical plastic bottles. Single-serve 200ml and multiserve 1.75-litre formats are now listed across the likes of Tesco, Morrisons and Waitrose.
Read the Spirits report in full here.
Five fastest falling products by category
ElfBar
▼ £139.3m (–40.8%)
Just three years ago, ElfBar was the king of not just of vaping but also of fmcg overall. In our 2022 report, the Chinese player recorded an extra £318.4m – the biggest value gain of all grocery brands. How times have changed. The ban on sales disposable vapes, which came into force in June, has clearly had a disastrous effect on ElfBar. Only cigarettes’ Benson & Hedges and Players have lost more value.
Dive into the Vaping & Tobacco report here.
Prime
▼ £58.4m (–79.5%)
The Prime craze is well and truly over. The US brand, which was a sensation online and in UK grocery in 2023, has shed 67.5% of its volumes. That’s a rapid acceleration of a decline that began last year, as Prime’s fickle young audience lost interest and convenience retailers delisted the brand’s Hydration and Energy ranges.
Read more about 2025 in Sports & Energy Drinks.
Bacon
▼ £42.3m (–3.9%)
Rising meat prices and the perception that bacon is less healthy than other animal proteins have driven this decline. More than five million fewer kilos have gone through tills over the course of the past year. As the row over the dangers of using nitrites in processed meats continues to rage, more pain looks likely for the bacon market.
Read our report into Fresh Meat here.
Kingsmill
▼ £33.9m (–31.5%)
The acquisition of Hovis in the summer by Kingsmill owner ABF somewhat overshadowed the brand’s difficult year of sales. Like many of its biggest rivals in wrapped bread, Kingsmill has been struggling for some years. It was more of the same in 2025 as sourdough and other speciality breads stole share from bog-standard sliced loaves.
Read our Bakery report here.
Gordon’s
▼ £28.1m (–9.4%)
The gin boom now seems a long time ago. Gordon’s, the UK’s second-biggest spirits brand, has seen losses pick up since last year – when we recorded a £24.1m (–6.7%) value decline. One crucial factor has been higher prices across the spirits market at a time when shoppers are reining in spend. Another likely reason for Gordon’s slump has been its lack of NPD in a year when rivals have innovated aplenty.
Read the Spirits report in full here.
No comments yet