Ocado plans a significant increase in its own-brand product range, emphasising seasonal items.
- In 2024, over 100 new products were added to Ocado’s collection, including household essentials and food items.
- Ocado’s own-brand sales have grown by 12%, now making up over 10% of customer purchases.
- Research highlights growing consumer preference for own-brand items, citing cost and quality as key factors.
- Ocado reports a revenue increase of 15.5% in the year, driven by strong demand and strategic product offerings.
Ocado is preparing to expand its range of own-brand products significantly, with an emphasis on seasonal lines. The company has already introduced more than 100 new items in 2024, including innovations such as microfibre cloths and baked beans. By the year’s end, over 740 items will be part of this collection.
The decision to broaden the product selection comes in response to a 12% increase in sales of Ocado’s own-brand items. These products now constitute more than one in ten items found in customers’ shopping baskets. Ocado’s product director, Simon Hinks, noted the company’s commitment to providing a wide array of options for all budgets, highlighting the diversity of products such as baked beans.
A survey conducted by Ocado in collaboration with market research firm Savanta indicates a rising consumer demand for own-brand products. According to the research, 89% of shoppers consider it important that supermarkets offer a wide range of value-focused items. Dairy, meat, fish, and tinned goods are particularly popular among own-brand selections.
Consumers place significant importance on quality when choosing own-brand options, with half of the surveyed shoppers prioritising product quality. Notably, 31% believe the quality of these products has improved over time. Additionally, a majority of 72% of respondents intend to continue purchasing own-brand products regardless of any economic fluctuations.
Ocado’s revenue has benefited from this shift, with a reported 15.5% increase, amounting to £658 million in the 13 weeks leading up to 1 September. This growth reflects the company’s ongoing momentum in delivering a vast selection, superior service, and exceptional value to its customers.
Ocado’s strategic expansion of its own-brand range aligns with consumer preferences for value and quality, driving significant growth.
