Premium ranges prove popular over Christmas

Posted by Josette Dunn on 12th January 2011

The UK’s top four retailers all experienced growth in premium own-label ranges in the run-up to Christmas, according to data released yesterday (11 January).

Figures from Kantar Worldpanel for the 12 weeks ending 26 December, showed that premium own-label ranges across Tesco, Asda, Morrisons and Sainsbury’s grew by 11% year-on-year.


Sainsbury’s was the only ‘top-four’ retailer to increase its market share during the period – from 16.3% a year ago to 16.6%.

Tesco’s share remained unchanged at 30.5% but both Asda and Morrisons experienced small drops in share of 0.1%. Asda holds a 16.8% share of the market, and Morrisons a 12.2% share.

In addition, Waitrose enjoyed growth in its premium own-label range of 9.4%, boosted by its Delia Smith and Heston Blumenthal recipe offering.

Edward Garner, communications director, Kantar Worldpanel, said: “Widespread disruption caused by the heavy snow before Christmas meant that many consumers only ventured outdoors for essential grocery shopping trips this year. Increased spending levels rather than shopper numbers were therefore the driving force behind the strong growth of the grocery sector this period.”

Grocery inflation stands at 3% for the 12 week period.

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