Demand for value own label grows by nearly 50%

Thursday, 15 December 2022

Own label sales across grocery continue to grow as does demand for own label red meat, as shoppers adopt different strategies to manage their budgets, now up 11.7% year-on-year. The cheapest value own label lines have soared by 46.3%. This is even greater for red meat with value own label sales up 69.2% in spend and 47.3% in volume (Kantar, 12 w/e 27 November 2022)

The cost of a traditional Christmas dinner for four has hit £31 in 2022, an example of just how much rising prices are impacting people at the tills and in their daily lives. Read more on our predictions for a cost-of-living Christmas

AHDB’s analysis of the latest figures from Kantar show take-home grocery sales rose by 5.9% in the 12 weeks to 27 November 2022, as grocery price inflation falls for the first time in nearly two years but still stands at 14.6%. Grocery inflation still has a long way to come down though and based on the current rate, shoppers will have to spend an extra £60 in December to buy the same items as last year.

Beef

In the 12 weeks ending 27 November 2022, spend on beef increased 6.2% year-on-year, while volumes fell by 4.1%. Prices paid rose by 10.7% on average across all beef products as inflation causes price rises according to Kantar.

Primary beef volumes declined by 2.9% year-on-year, with the biggest driver being shoppers buying less beef per trip. Mince continued to see value and volume growth, up 15.4% and 3.8% respectively, as mince continued to attract new shoppers. Stewing also saw slight growth this data period, with volumes up 0.5%. Roasting and steaks saw the steepest volume declines (Kantar, 12 w/e 27 November 2022).

Processed beef volumes declined by 5.7% year-on-year, with sliced cooked meats having the biggest decline. Burgers are no longer in volume growth, down 3.0% as shoppers buy less

Marinade volumes have declined by 41.7% despite being the only beef product to see average prices drop year-on-year. Sous vide saw growth this data period, with spend and volume up by 3.0% and 0.8%.

For more detail and to see the data visualised, see our beef retail dashboard.

Lamb

In the 12 weeks ending 27 November 2022, spend on lamb declined by 6.9% year-on-year, while volumes fell by 16.3% according to Kantar. Prices paid rose by 11.3% on average across all lamb cuts and products as inflation causes price rises.

Primary lamb volumes declined by 21.2% year-on-year, mainly due to a loss in shopper numbers. Stewing and diced/cubed saw value growth of 9.4% and 4.1% due to price increases as volumes declined. All other primary cuts were in value and volume decline, with total roasting contributing the greatest loss despite shoulder roasting joints seeing a 2.8% decline in average price. Mince, chops and steaks saw similar levels of decline, again primarily driven by a reduction in shopper numbers (Kantar, 12 w/e 27 November 2022).

Processed lamb continued to see growth this data period primarily driven by burgers and grills which saw a 20.3% increase in spend and volume growth of 9.7%. This growth is a result of an increase in shopper numbers as well as shoppers buying more volume per trip.

Sous vide saw value growth of 5.4% due to increases in average price.

For more detail and to see the data visualised, see our lamb retail dashboard.

Pork

Kantar data shows spend on pig meat increased 6.9% year-on-year, while volumes fell by 2.5% in the 12 weeks ending 27 November 2022. Prices paid rose by 9.6% on average across all pork cuts and products as inflation causes price rises.

Processed pig meat volumes declined by 0.9%, bacon and gammon are the main contributors to this decline. Sausages and burgers and grills are the cuts which saw growth, with volumes up 0.4% and 30.5% respectively.

Primary pork was in growth, with volumes up 1.3% year-on-year. Mince drove the overall growth for primary pork as volume increased by 41.9% year-on-year, a result of an increase in shoppers. Pork ribs also saw growth this period, with volumes up 5.3%. There were volume losses for chops, belly, and steaks (Kantar, 12 w/e 27 November 2022).

Added value cuts all declined this data period with sous vide seeing the biggest losses across any pork product year-on-year.

For more detail and to see the data visualised, see our pork retail dashboard.

Image of staff member Grace Randall

Grace Randall

Retail and Consumer Insight Manager

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