Ocado is poised to significantly increase its selection of own-brand products in the coming year, focusing on seasonal offerings to meet rising consumer demand.
- In 2024, Ocado introduced more than 100 new products, pushing its total offerings to over 740, including essential items like microfibre cloths and baked beans.
- The own-brand range, now comprising over 10% of customer purchases, saw a 12% increase in sales, indicating strong consumer preference for these products.
- Research by Ocado and Savanta highlights a consumer desire for affordable quality, with 89% of shoppers valuing a wide range of budget-friendly options.
- The most popular own-brand choices among consumers are dairy, meat, fish, and tinned goods, with notable sales increases in items like mixed nuts and organic black peppercorns.
Ocado is set to substantially grow its own-brand range by adding hundreds of new products next year, targeting seasonal lines to cater to consumer needs. This year, the online retailer expanded its offerings with over 100 new items, bringing the total count to more than 740. Among these are practical essentials such as microfibre cloths and baked beans, underlining Ocado’s commitment to diversification.
The retailer’s own-brand line, referred to as ‘Own Range,’ now constitutes over 10% of items found in customers’ baskets. Sales for this segment have appreciated by 12%, showcasing a robust demand that Ocado plans to build upon. Consumer preference for own-brand products is marked by a notable shift, as over 89% of shoppers express the importance of accessing a diverse array of economical products at their supermarket.
Research involving more than 2,000 consumers conducted by Ocado and research firm Savanta reveals a growing public demand for own brand produce. The study indicates that 89% of shoppers find it crucial for their supermarket to offer a broad selection of value-oriented products. Notably, categories such as dairy, meat and fish, and tinned goods are the most favored among own-brand selections during each shopping trip.
A significant percentage of consumers—half, to be exact—highlight that quality is a critical factor when purchasing from a supermarket’s own brand category. Furthermore, 31% have recognized improvements in the quality of these products, and 72% indicated their intention to continue purchasing them despite economic fluctuations.
The products demonstrating the highest year-on-year volume increase include mixed nuts and raisins, which rose by a staggering 212%, along with organic whole black pepper corns at 166%, and fish pie mix, which surged by 160%. Pumpkin seeds and other varieties of mixed nuts have also experienced a considerable 155% growth in sales.
Commenting on this development, Ocado Retail’s product director, Simon Hinks, proudly references the extensive product range offered at Ocado. He notes that shoppers have a multitude of choices, with nearly 50 different varieties of baked beans available, emphasizing the quality and value of the Ocado Own Range that resonates with customers.
Ocado’s strategic enhancement of its own-brand product range aligns with consumer demand for value and quality, ensuring a competitive edge in the dynamic grocery market.
