Sainsbury’s has hailed its no-nonsense Basics range as the key to its festive boost, but admitted its premium range was suffering.
Yesterday the UK’s third-biggest supermarket revealed it has had a bumper Christmas period a 4.5 per cent increase on like-for-like sales despite a drop off in its Taste the Difference in the 13 weeks to December 27.
Elsewhere sales at Morrisons climbed by 9.1 per cent in the 12 weeks to December 27, and those at Asda rose by 6.7 per cent, this is in stark contrast to M&S who reported a 7.1 per cent fall and resulting store closures on Wednesday.
The surge in sales of its cheaper lines comes as Sainsbury's said that it would extend its Switch and Save campaign to its Basics range as they look to boost their value credentials. The drive has encouraged customers to buy own-label products instead of branded equivalents but so far had been restricted to mid-range labels.
Chief executive Justin King said that Sainsbury's was profiting from a “massive trend” towards home cooking that had boosted sales of basic ingredients and recession-inspired saving.
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