Consumers are increasingly turning to shop bought ‘fakeaways’ as a way of treating themselves on a budget, according to new supermarket sales data.
New data from Ocado, the world’s largest dedicated online supermarket, shows that sales of restaurant-branded ‘fakeaway’ products such as Franco Manca pizzas, Gourmet Burger Kitchen burgers and itsu meals have soared by 51% over the past year, as shoppers look to recreate their favourite takeaways at home for a fraction of the cost.
Ocado’s delivery data reveals that the weekend heavily over-indexes as the most popular time for these products to be delivered, suggesting consumers are using them as a weekend treat in front of the TV or when seeing family and friends. Friday is the most popular delivery day for products from Franco Manca, GBK, Leon, Pizza Express and Gymkhana, with shoppers opting for Nando’s, Wagamama and YO! Sushi on Sunday.
The rise of ‘restaurant to retail’ options on shelf means that Brits are even able to get a taste of Michelin starred dining at home. Exclusive to Ocado, sales of jarred sauces from the two Michelin star Indian restaurant Gymkhana have risen by 111%. Hawksmoor steaks are also proving popular, with sales of products from the renowned steakhouse up 32% since last year.
Over the past year, consumers have faced difficult choices about how and where to spend disposable income. Research from Ocado found that three quarters (75%) say they are more conscious now of their spending on takeaways and meals out than they were this time last year.
Despite this, there’s still strong consumer appetite for the little luxuries, with 56% of Brits saying that buying restaurant-branded products rather than ordering takeaways is a way to treat themselves whilst still being money-conscious.
In response to rising consumer demand, Ocado has increased its restaurant to retail offering by 77%, introducing new brands such as Gymkhana, Asma Khan and Caravan over the past year.
Amit Chitnis, chief commercial officer at Ocado Retail, says: “Treating yourself with a special meal at the weekend is a long held tradition for many families, and the rising trend for ‘fakeaways’ that we’ve spotted shows that many people are looking to enjoy their Friday night dinner for less and from the comfort of their own home. Whether it’s gourmet burgers or Michelin-starred sauces, we’ve got something for every palate at Ocado thanks to the increasing range of restaurant to retail brands available on site.”
