Ocado is set to expand its own-brand product range significantly, adding hundreds of new items with a focus on seasonal offerings for the coming year. This move follows the introduction of over 100 new products in 2024, bringing the total to more than 740 items.
Ocado, the online supermarket, has seen a substantial increase in its ‘Own Range’ sales, with a 12% rise. These products now constitute more than one in ten items in customers’ shopping baskets. The company’s research, in partnership with Savanta, indicates that 89% of shoppers value a diverse range of own-brand products for their affordability.
Shoppers are increasingly choosing own-brand products for staples like dairy, meat and fish, and tinned goods. Quality remains a priority for many consumers, with half of those surveyed stating it’s crucial and 31% acknowledging improvement in the quality of own-branded items. Moreover, 72% of consumers plan to continue purchasing own-brand goods, despite economic uncertainties.
Ocado’s own-brand items have experienced notable sales boosts, such as mixed nuts and raisins increasing by 212%, organic whole black peppercorns by 166%, and fish pie mix by 160%. Other products, like pumpkin seeds and mixed nuts, have also seen significant growth, each rising by 155%.
Simon Hinks, Ocado Retail’s Product Director, expressed the company’s strategy to cater to different budgets. He emphasised that the Ocado Own Range is appreciated for both quality and value. The supermarket offers a variety of products, such as baked beans, presenting customers with numerous options, ranging from traditional brands to their own interpretations.
Ocado’s strategy to enhance its own-brand range reflects a response to consumer demand for quality and affordability. As shoppers continue to favour these products, the online supermarket is positioned to strengthen its market presence through expanded offerings, ensuring a broad selection for a diverse customer base.
