Data from Ocado Retail – the world’s largest dedicated online supermarket – reports that sales of its Own Range have increased by 12%, with Own Range products now making up more than one in 10 items in shoppers’ baskets as shoppers balance value with quality across their weekly shops.
Off the back of customer demand in recent years, Ocado has been expanding its Own Range, adding more than 100 new items to the range in 2024. By the end of the year, there will be more than 740 items available including new launches, microfibre cloths and British household favourite – baked beans. Next year, Ocado will expand the range again, with plans to add hundreds more products, including seasonal lines.
The additions to Ocado’s Own Range comes as part of the online grocer’s continued commitment to providing customers not only with unbeatable choice across everyday essentials, but both quality and value to customers in every shop.
Further, research among more than 2,000 consumers undertaken by Ocado and Savanta reveals growing public demand for own brand produce. 89% of shoppers consider it important that their supermarket stocks a wide range of value products, with dairy produce (34%), meat and fish (28%) and tinned goods (22%) emerging as the top products customers are choosing to purchase from own brands in every shop.
When purchasing from a supermarket’s own brand category, half (50%) stated that quality was very important to them. Three in 10 (31%) subsequently said that the quality of own brand products has improved, with seven in 10 (72%) stating that they will continue to buy own branded goods regardless of any changes to the broader economic climate.
As part of its efforts to deliver great value alongside a vast range of products, Ocado has made six rounds of price cuts since June 2023 across big-name branded goods, smaller challenger brands and the M&S food and drink range. The latest Ocado Big Price Drop in September saw 450 products reduced, with an average price drop of 17% allowing customers to shop more of their favourite items for less.
Ocado Own Range products with highest YoY volume increase:
| Ranking | Product | YoY %Uplift |
| 1 | Ocado Mixed Nuts & Raisins | 212% |
| 2 | Ocado Organic Whole Black Pepper Corns | 166% |
| 3 | Ocado Fish Pie Mix | 160% |
| 4 | Ocado Pumpkin Seeds | 155% |
| 5 | Ocado Mixed Nuts | 155% |
| 6 | Ocado Whole Leg of Lamb | 151% |
| 7 | Ocado Colour Sheets | 145% |
| 8 | Ocado Dried Oregano | 128% |
| 9 | Ocado Chilli Flakes | 123% |
| 10 | Ocado Chopped Almonds | 123% |
Simon Hinks, product director at Ocado Retail, said: “At Ocado we are proud to offer a wide range of products for everybody’s budgets. Take baked beans for example – we have almost 50 different varieties available from Heinz with Cathedral City to Bold Bean Co. We know our customers love the Ocado Own Range for its quality and value so it felt only natural for us to create our own version to offer customers our take on a fry-up favourite.”
