Ocado plans to expand its own-brand range significantly in the coming year.
- Over 100 new items were added to Ocado’s own-brand range in 2024.
- A significant 12% sales increase in the ‘Own Range’ products was recorded.
- Customer demand shows a strong preference for value and quality in own-brand options.
- Dairy, meat, fish, and tinned goods are top choices for own-brand shoppers.
Ocado, the online supermarket, is poised to significantly enhance its own-brand offerings with plans to introduce hundreds of new products in the coming year. This strategic move comes as the company has already expanded its range by more than 100 items in 2024 alone, with products such as microfibre cloths and baked beans enriching the selection. By the end of the year, customers can expect over 740 different items available under the own-brand label.
Driving this expansion is the notable 12% increase in the sales of products from the ‘Own Range’. Currently, these goods represent more than one in ten items found in shoppers’ baskets, illustrating their growing appeal. A key finding from research conducted by Ocado in conjunction with Savanta reveals a high consumer demand for a wide range of value products, with 89% of shoppers highlighting the importance of such offerings. In particular, dairy produce, meat, and fish, alongside tinned goods, have emerged as preferred categories for those opting for own-brand products.
Quality remains a pivotal factor in the consumer’s decision-making process. According to the research, half of the consumers place high importance on the quality of own-brand products, while nearly a third believe that quality has improved over time. Furthermore, a significant 72% of respondents expressed their intent to continue purchasing own-brand items regardless of broader economic conditions.
Various products within Ocado’s own-brand portfolio have demonstrated impressive year-on-year growth. For instance, mixed nuts and raisins have seen a remarkable increase of 212% in sales volume. Similarly, organic whole black pepper corns saw a 166% rise, and fish pie mix, along with pumpkin seeds and mixed nuts, achieved a 160% and 155% increase, respectively. Simon Hinks, Ocado Retail’s product director, reaffirmed the company’s commitment to offering products that cater to different budgets, citing the extensive variety available even in staple categories such as baked beans.
Ocado’s strategic move to expand its own-brand range underscores its commitment to meeting consumer demand for quality and value.
