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Supermarket Own Labels: Food & Drink

Supermarket Own Labels: Food & Drink

This Key Note Market Report analyses the UK industry for supermarket own-label food and drink focusing on the trends issues and sales of the ‘big four’ supermarkets; the discounters; and other premium supermarkets operating in the UK market.

Executive Summary

This Key Note Market Report analyses the UK industry for supermarket own-label food and drink focusing on the trends issues and sales of the ‘big four’ supermarkets; the discounters; and other premium supermarkets operating in the UK market. The success of own labels has gone from strength to strength in recent years with Key Note estimating that 57.1% of all food and drink sales in UK supermarkets are now accounted for by own-label goods with household brands now making up the minority share.

Supermarket own-label products consist of a broad variety of ranges of food and drink from basic value ranges through mid-market ranges to premium luxury offerings. Many shoppers were forced to down-trade from branded goods to low-cost supermarket own-label substitutes during the recession and as a result own-label ranges have developed a growing customer base among the affluent middle-income shopper. Economic recovery has not hampered this trend with Key Note-commissioned research revealing that 67.6% of UK adults believe supermarket own-brand groceries are as good as branded groceries; high satisfaction in the quality of own labels is encouraging shoppers to continue to purchase own labels even after household budgets return to growth.

Premium own-label ranges are becoming more popular being recognised as brands in their own right and competing head on with upmarket brands. Celebrity chef collaborations have helped to boost the status of premium own labels while the rising trend for luxury dining...


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