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The Grocer Talking Retail

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Brands are outgrowing own label for the first time since 2014

Brands have grown ahead of own label in grocery for the first time in six years, exclusive data shows – as shoppers have sought the safety of names they know and trust.

While private label grew in value 7% during the pandemic, branded goods outpaced them at 12% [NielsenIQ 52 w/e 26 December 2020], with 74 of the top 100 brands growing sales in 2020, and 47 achieving double-digit growth, found Britain’s Biggest Brands, The Grocer’s annual survey, out this week.

As a result, the top 100 is now worth an extra £2.06bn in total, with confectionery, canned, frozen and household brands among those enjoying big gains.

Cadbury, the country’s number one brand once again, was the standout performer in absolute terms. It added £140m in extra sales and is now worth £1,825m, while Heinz made the second-largest gain in sales, up £113.7m. It was followed by Birds Eye (+£100m), Coca-Cola (+£92.5m) and Pepsi (+£84m).

Source: The Grocer Apr 23 | In-store Analysis | What's Trending