Mainstream brands lose swathes of shoppers to own-branded ranges

Kantar Worldpanel

Own-brand supermarket items are fast becoming the favourite for UK shoppers as new figures reveal decline across the board for branded items.

Kantar Worldpanel‘s annual list of the UK‘s most popular brands all saw a significant drop in popularity. The proportion the population buying the UK‘s favourite brands dropped by an average of 2.5 per cent.

Fast-moving consumer goods (FMCG) sales of branded items saw an overall decline of 1.6 per cent, yet own-branded ranges saw an increase of 1.7 per cent.

Meanwhile there has been a notable shift towards the popularity of British brands, with 70 per cent of the top 10 list filled by domestic companies. According to Kantar, this is also the first year ever that none of the World‘s top brands appeared in the UK‘s favourites.

“British  retailers have stepped up their own label offer, consolidating and recalibrating their private-label lines in response to consumer demand for quality goods at low prices,” Kantar‘s head of retail insight Fraser Mckevitt said.

READ MORE: Argos launches own-brand range

“The growth of Aldi and Lidl’s market share has also played a role as consumers become accustomed to seeing non-branded products on the shelves.

“Consumers have responded by increasingly opting for own-label alternatives across all  retailers, and the proportion of the population buying the top 10 branded products has fallen by an average 2.5%.”

Kantar’s annual Brand Footprint study listed the UK’s top 10 brands as:

  1. Warburtons
  2. Heinz
  3. Kingsmill
  4. McVitie’s
  5. Hovis
  6. Walkers
  7. Muller
  8. Birds Eye
  9. Cadbury’s Dairy Milk
  10. Cadbury

Warburtons topped the list with Kantar reporting that 85.2 per cent of the population bought its products and average of 25.2 times a year.

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