There’s one trend which all retailers are watching closely: the increase in shoppers selecting premium own label.Â
Whether consumers are trading up from own brand to premium for a treat, or choosing it over well-known brands, for retailers it is a great opportunity to impress customers with their own-brand premium range, as well as increase sales and loyalty, too.Â
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What we’ve seen?Â
This isn’t a one off; we have seen premium own label growing in the market since the backend of 2025*. Â
- Christmas 2025: For the first time, supermarkets’ premium own label lines exceeded the £1 billion milestone in December 2025, with these products finding their way into 92% of shoppers’ baskets. Impressively, in the four weeks to 28 December, premium own brand sales made up 7.5% of overall sales**.Â
- 2026: This behaviour shift towards premium own label has continued into 2026 and in April 2026 we saw product spend grow by 4.2% across premium own label, in the total grocery market***. This demonstrates that consumers were not simply trading up due to the festive sprit – there’s an overall change in mindset.Â
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Why the change?Â
1. Perception of premium own brandsÂ
In recent years, there has been a change in perception of premium own brands. Retailers, including Co-op and its Irresistible range, have put years of development into their own-brand label, creating delicious award-winning products. In turn, consumers now see own brand as a trusted, quality option.Â
2. Premium flavour, without the premium price tagÂ
Shoppers are often looking for a weekend treat or a side dish to lift an evening meal. This is where premium own brand hits the sweet spot, offering an elevated option without the branded price tag.Â
3. InnovationÂ
Own label is now often used by retailers to try unique flavours, put their own take on a trending flavour and excite shoppers. For example, Co-op launched its ‘Limited Edition Irresistible’ range, where new products are available for a short period of time. Think cookies, crisps, cakes and everything in between.Â
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As shoppers continue to spend their money carefully whilst still looking for quality or a weekend treat, premium own brand is becoming a powerful force to increase trade-up and basket spend in stores – and it’s set to stay.Â
To find out more about the own-brand options available to you, visit OCS or speak to your Account Manager.Â
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Sources:
*WorldPanel by Numerator, data to 17th April 2026 
**Kantar - Promotions, premium own label and no alcohol options: inside Britain’s £13.8bn Christmas grocery shopÂ
***WorldPanel by Numerator, data to 17th April 2026