Supermarkets are experiencing a significant surge in sales due to the popularity of ‘fakeaway’ products.
- Restaurants like Nando’s, Wasabi, and Zizzi are capitalising on consumers’ desire for home dining experiences.
- Ocado reports a 51% increase in sales of restaurant-branded products over the past year.
- The trend is driven by financial pressures and a desire for affordable luxury at home.
- Retailers are expanding their product ranges to meet the growing ‘fakeaway’ demand.
In recent months, supermarkets have witnessed an impressive increase in sales, primarily driven by the rising demand for ‘fakeaway’ products. These items, emulating restaurant-quality meals at home, are proving to be incredibly popular among consumers.
Ocado, an online supermarket, has reported a remarkable 51% year-on-year increase in sales of these products, signalling a broader shift in consumer behaviour due to the financial pressures of the cost-of-living crisis. Customers are increasingly seeking more cost-effective ways to indulge in culinary treats, opting for store-bought restaurant-inspired offerings rather than dining out.
Brands such as Nando’s and Zizzi have adeptly positioned themselves within this trend, tapping into consumers’ desire to enjoy restaurant-quality meals without the associated costs. Zizzi’s director, Rachel Hendry, notes that offering grocery-channel products allows customers to enjoy the brand’s offerings at a more accessible price point, especially for those without a location nearby.
Likewise, Leon’s head of grocery, Miriam Rose, highlights that the demand isn’t solely from budget-conscious shoppers. Consumers are also attracted to the opportunity to recreate restaurant-quality flavours at home, experimenting with ingredients and indulging in familiar menu items in a new setting. This dual appeal of affordability and culinary exploration is driving the market’s expansion.
For retailers like Ocado, the ‘fakeaway’ trend represents an opportunity to broaden their product assortment, introducing not only core menu items but also associated accompaniments such as sauces and spices. This move is seen as a way to leverage the distinctive flavours that have become synonymous with popular brands.
Additionally, restaurants like Nando’s are continuously expanding their grocery offerings, with innovative campaigns such as ‘Not Available at Nando’s,’ showcasing exclusive products that are only available in supermarkets. This strategic approach is proving effective in capturing consumer interest and meeting the demand for convenient, restaurant-inspired dining at home.
The ‘fakeaway’ trend is reshaping supermarket offerings, reflecting a growing consumer preference for convenient and affordable dining experiences at home.
