New research for The Grocer has revealed the best-selling individual products in Britain’s supermarkets - and it’s not a list to please health campaigners.

Alcohol, soft drinks and crisps feature prominently in a table of the top branded SKUs in the grocery market - excluding the discounters - by annual value sales [IRI 12 m/e October 2014].

Smirnoff Red Label vodka took the first and third places with its 1,000ml and 700ml bottles, while second place went to a six-pack of Walkers crisps.

“Clearly we have our favourites,” said Tim Eales, strategic insight director at IRI, which compiled the data. “We like salty things, we like alcohol and sugary drinks - products that could never be described as healthy.”

Despite the long-term decline in the standard bread market white loaves from two major brands appear in the top 10. Red Bull also makes the top 10, with a 250ml can in tenth place.

Three more spirits - Jack Daniel’s, Bell’s and Gordon’s - make the top 20 list, while the first beer SKU is 20 cans of Foster’s at 22.

Smirnoff brand owner Diageo said it was “delighted” to see Smirnoff was Britain’s best-selling branded SKU. “It is testament to the fact that consumers want great quality, versatile products that offer real value,” added brand director Julie Bramham.

Smirnoff loses the number one spot when own-label lines are factored in, with four-pint bottles of whole milk topping the table with sales of £241m. Four-pinters have been a key weapon in the supermarket price war - last month The Grocer reported that the average price had fallen 15p since February.

Top-selling grocery SKUs by value

 BrandValue sales (£m)
1 Smirnoff Red 1000ml Vodka 191.4
2 Walkers Crisps 6-pack 150g 179.1
3 Smirnoff Red 700ml Vodka  165.2
4 Pringles 190g 161
5 Coca Cola Standard  500ml 138.2
6 Kingsmill White 800g 135.1
7 Walkers Crisps single 32.5g 134.9
8 Warburtons Toastie 800g 133.3
9 The Famous Grouse 1000ml 130.4
10 Red Bull Standard 250ml 124.5
11 Hovis White 800g 120
12 Lurpak Spreadable Original 500g 117.2
13 Diet Coke  500ml 104.3
14 Kingsmill 5050 800g 101.1
15 Coca Cola Standard 1750ml 99.5
16 Cathedral City Mature Block Fullfat 350g 96
17 Jack Daniels 700ml 93.8
18 Bell’s 1000ml 93.2
19 Gordon’s 1000ml 89.7
20 Felix As Good As It Looks Pouch 100g 87.8
21 Warburtons White 800g 86.7
22 Foster’s 20-pack 440ml lager 85.9
23 Stella Artois 4-pack 568ml lager 83
24 Cravendale Semi-skim 2000ml 81.2
25 Stella Artois 4-pack 500ml lager 77.9
26 Pepsi Max 2000ml 77.6
27 Walkers Crisps 20-pack 500g 77.2
28 Whiskas Pouch 100g 74.7
29 Foster’s 15-pack 440ml lager 73.6
30 Walkers Doritos 225g 73
31 Carling 20-pack 440ml lager 72.5
32 Pot Noodle 71.9
33 Bacardi 1000ml 69.8
34 Diet Coke 1750ml 68.8
35 Glen Catrine 1000ml vodka 67.7
36 Foster’s 4-pack 500ml lager 67.5
37 Echo Falls 750ml white zinfandel 66.8
38 Felix Pouch 100gr 12-pack 65.8
39 Hovis Best of Both 750g 63.1
40 Pepsi 2000ml 63.1
41 Coca Cola can 330ml 62.4
42 Kettle Chips 150g 62.3
43 Milupa Aptamil Milk 900g 61.6
44 Blossom Hill 750ml white zinfandel 58.7
45 Heinz 4-pack Baked Beanz 58.3
46 Stella Artois 18-pack 440ml lager 58.3
47 Blossom Hill 750ml blend 57.8
48 Lucozade Energy Orange 500ml 57.6
49 Gordon’s 700ml 57.6
50 Baileys 1000ml 57.5

Source: IRI 12m/e October 2014

 

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