Premium private label ranges increased sales by 3.7% across the UK's main supermarkets, in the 12-week period to 30 December, according to Kantar Worldpanel.
The increase means that premium private label accounted for £1.1 billion worth of sales in the period, a new record high, as consumers sought to 'trade up' in advance of the recent Christmas period.
“Asda’s ‘Extra Special’ private label range was the fastest growing of any premium line of the major retailers, helping the supermarket achieve growth of 0.7% and come out top among the big four," commented Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel UK.
Asda posted a 0.7% increase in sales over the 12-week period, outperforming Tesco (+0.6%), Sainsbury's (-0.4%) and Morrisons (0.1%).
Elsewhere, Lidl's 'Deluxe' range of premium private label products saw sales increase by 33% during the month of December, helping the discounter post a 9.4% increase in sales for the 12-week period.
Aldi saw the biggest sales growth in the period, with a 10.4% increase in sales. Tesco, with 27.8% of the market, remains the UK grocery market leader.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.