Ed Garner, director of research at TNS Worldpanel, said: “This needs to be watched in case it is ‘credit crunch’.”
However, Garner said the increase could also reflect the recent relaunch of value ranges by Morrisons and Sainsbury’s.
In addition, Tesco’s decision to range its Value offer at the front of the store may also have impacted the value own label line, said Garner.
The barometer reveals sales of standard own label products are steady but there is evidence brands are under pressure from specialised and targeted own labels.
The charts also highlight the clear switch from value own label to premium at Christmas and the growth of healthy own label post Christmas, as the New Year resolution effect takes hold.
Organic and Fairtrade own labels, meanwhile, continue to grow gently albeit from a low base.
by Fiona Briggs
