Recent trends indicate a rising demand for ‘fakeaway’ products, allowing consumers to recreate restaurant experiences at home.
- Ocado reveals Itsu and Pizza Express lead the ‘fakeaway’ market, contributing two-thirds of their restaurant-branded product sales.
- Ottolenghi has successfully entered the supermarket arena through a partnership with Waitrose, exceeding initial sales expectations.
- Nando’s plays a significant role in supermarkets by showcasing its Peri-Peri flavour, aiming to inspire home culinary experiences.
- Other brands like Zizzi, Leon, and Wasabi have also made strategic grocery entries to meet changing consumer behaviours and demands.
The demand for ‘fakeaway’ products, replicating restaurant quality meals at home, is experiencing significant growth. Ocado has highlighted how brands like Itsu and Pizza Express dominate this market, with their products making up two-thirds of such sales. Customers favour Pizza Express’s classic offerings, such as pizzas and doughballs, along with Itsu’s seaweed snacks. This reflects a broader trend where consumers opt for convenience without compromising on quality.
Ottolenghi’s debut in the supermarket sector is noteworthy, as it launched exclusively in Waitrose in April 2024. This strategic move aimed to offer its renowned products, such as its Pomegranate, Rose & Preserved Lemon Harissa and Shawarma Marinade, to a broader audience. Ottolenghi emphasised the importance of maintaining product quality while expanding scale and reported sales significantly exceeding forecasts by 97%.
Nando’s, a well-established name in the restaurant scene, has extended its influence to grocery stores, promoting its versatile Peri-Peri sauce range. Since its first supermarket lineup in 1999, Nando’s has continued to innovate, particularly with the ‘Not Available at Nando’s’ campaign, which showcases how its products can enhance home dining experiences. The brand intends to focus on its key products for future growth.
Zizzi realised the potential in the grocery sector in response to consumer spending shifts, launching its first product range in 2020. By providing affordable restaurant-quality offerings such as pizzas and pastas, Zizzi attracts a new customer base, further supported by its strategic presence in major supermarkets.
Leon entered the grocery market in 2019, aiming to bring its ethos of fast and natural food to household kitchens with clean ingredient formulations. The brand has grown its product range over the years, introducing healthy alternatives like gluten-free offerings. According to the head of grocery, preserving brand identity and product authenticity remains critical to Leon’s retail presence.
Similarly, Wasabi ventured into grocery offerings in 2019 with meal-for-one options and sides, witnessing a substantial upswing in sales subsequently. The recent packaging redesign aligns with Wasabi’s efforts to strengthen brand visibility and consumer engagement, all while preserving its core brand values.
The competitive landscape of the supermarket ‘fakeaway’ sector continues to evolve as brands strategically expand to meet consumer preferences.
