A year-long assessment of private label products distributed by supermarket chains trading in the UK carried out by British consumer group Which?, has found Waitrose’s own label offering the national best in terms of quality and value, dailymail.co.uk reports.
47 per cent of Waitrose’s private label products were rated ‘best buys’, while Aldi ranked second (40 per cent), followed by Sainsbury’s (37 per cent). Both Aldi and Waitrose were commended for their private label drinks portfolios, and Aldi’s own cleaning products scored highest in their category.
The assessment, which involved testing 160 products from a variety of categories, found only five per cent of private label items from both Tesco and Asda to be ‘best buys’. Morrisons, which topped Which?’s product-rating last year, experienced a fall from grace, achieving only 20 per cent for its private label portfolio’s quality and value.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
