“We have listened to our customers who are telling us they want better value now, without any compromise on quality. They want to see us respond to the uncertainty around Brexit and how it will affect prices by committing to a value strategy that will allow them to make savings on quality food and drink ranges”, said Michael.
He continued: “Our value strategy features over 200 special offers in SuperValu and Centra stores every week, alongside price checks, to ensure competitive pricing and the expansion of the SuperValu and Centra own brand ranges, which are up to 30% cheaper than the better-known brands.”
The investment follows recent sales growth in value and own brand lines across SuperValu and Centra stores, which Musgrave says demonstrates growing demand for these products from Northern Ireland consumers.
There is a growing global trend towards affordable premium own brand options, with private-label brands now increasingly seen as equivalent or a suitable substitute to multinational brands.
Global measurement and data analytics company Nielsen released stats at the end of last year showing that own brand sales had grown by 5.5% over a three month period compared with a 1.2% rise in branded sales; this has been described as ‘the tip of the iceberg’ with own brand sales predicted to increase further throughout 2018.
As well as the expansion of its own brand ranges, Musgrave has hundreds of special offers across SuperValu and Centra stores every week, continued Michael;
“In addition to special offers on hundreds of everyday products, we are also dropping the prices of a large selection of fresh fruit and vegetables. We have increased by a third the range of our popular 3 for £10 ‘Prepared by Our Butcher’ offers and our ‘Fresh For You’ own-brand products have increased by a massive 50% on last year. These new promotions, which are already proving to be hugely popular with shoppers, are also part of a wider strategy to make wholesome, healthy food more accessible and affordable.”
Michael continued: “With inflation on the rise and growing uncertainty around Brexit, consumers are increasingly sensitive to price increases. Thousands of products are price checked every week across our stores to make sure our customers are receiving the best value for money in convenience shopping and the growth in our own brand lines demonstrates increasing consumer demand for an expanded range of affordable grocery products.”
In 2018, Musgrave is committed to spending over £100 million on local food and drink and as part of this investment, they have already spent £17m developing an own brand range called Fresh for You, which is available in SuperValu, Centra and Mace stores.
Michael concluded: “This entire Fresh For You range, which has already won two Great Taste Awards, is made by local producers from right across the province that are as passionate about quality local food and drink as we are. Working with producers from Northern Ireland means we can see for ourselves exactly what goes into each and every product and as we are saving money on transportation costs it’s a win, win for consumers, as savings are passed on, and of course there’s a positive impact on the environment too.”
Ciara McClafferty, Trading Director, Musgrave and Nigel Maxwell, SuperValu and Centra Sales Director
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