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December 21, 2016

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Brands vs own brand: who is winning the Favourites war?

December 21, 2016


When it comes to the Favourites war, the one thing brands know for certain is that featuring in shoppers’ Favourites is an ideal route for re-purchase.

But just how much of shoppers’ Favourites is made up of brands versus own brand products? Are shoppers electing to go with tried and tested brands they’ve used for years or are they opting for – in many cases – cheaper alternative own brand products?

With Dunnhumby finding that 53% of shoppers head to Favourites to populate their baskets, it’s an area that can’t be ignored.

Shoppers using the mySupermarket website have shown a preference to own brand products with, according to our analysis, 54.1% of products in our shoppers’ Favourites coming from own brand varieties.

Some fast facts:

  • When it comes to own brand products, shoppers are choosing items including oriental sauces, Indian ready meals, multipack dips, pine nuts and wraps

  • Our favourite own brand ranges across retailers are their regular ranges, as opposed to basics or premium selections

  • The most popular branded product in mySupermarket shoppers’ Favourites was Heinz Baked Beans in Tomato Sauce (4x415g cans)

  • The most popular unbranded product was loose Tesco bananas (approximately 180g)

  • When it came to popular brands, our favourites were Heinz, Nestle and Muller.










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