Retailers boost premium tiers to increase margins
Published on The Grocer
Sitting at the higher end of the market is paying off for M&S. Premium has emerged as the standout growth area of own label.
“In terms of where innovation is most concentrated, the first thing that springs to mind is premiumisation, and thats something retailers can move on very fast,” says Howard Wright, EMEA & Canada executive creative & strategy director at Equator Design. “People are prepared to spend more in the premium tier, because it represents affordable luxury.”
The figures back up that story. Sales of top-tier lines have shot up 13.4% in value and 8% in volume [Worldpanel by Numerator, 52 w/e 22 March 2026]. Worth £8.5bn, the premium tier now makes up 10% of the own label market, while standard is 81% and budget is 5%.
Published on The Grocer, 19th May 2026.
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