While struggling for growth in its domestic market, Waitrose claims that its own-label products are becoming increasingly popular with consumers overseas who are attracted by its focus on quality, taste, and provenance.
The retailer revealed that it has been rapidly expanding its export business, shipping to more countries and offering a larger range of products. Sales are up 14% on last year, and Waitrose has set a growth target of at least 10% for next year.
The group’s current exports through retailers and distributors range from Waitrose baked beans to Barbados, chocolate digestive biscuits to Singapore, peanut butter to Chile, wholewheat biscuits to Mauritius, Cheddar to Hong Kong and mince pies to the Middle East.
Additionally, it has 15 Waitrose-branded stores throughout Dubai and Abu Dhabi in Partnership with Spinneys. Its Dubai Mall shop also now includes a selection of John Lewis products from its gifts, home accessories, kitchen and dining ranges. This will also become available in the Nakheel Mall in Dubai in the new year.
Waitrose first began exporting products more than 25 years ago, shipping to Hong Kong. The Waitrose brand is now available in 42 territories, including Malaysia, Chile, Jordan, Singapore, Vietnam, Thailand and nine Caribbean islands.
More than 2,000 of Waitrose own-label products are available to retailers around the world, including chilled, frozen, store cupboard staples and health & beauty lines.
“Shoppers from Antigua to Vietnam want to get their hands on our products, which are renowned for taste, quality and provenance,” said James Bailey, Executive Director for Waitrose.
“We’re now expanding our international business to cater for the growing global demand from local residents and British expats who miss the taste of Waitrose from home.”
Jared Wright, CEO for Massy Stores in Barbados, commented: “Waitrose’s reputation for quality and responsible sourcing has increasingly resonated with the Bajan community, as well as expats and tourists who are missing a taste of home. Sales have almost doubled in 20 years, with the range growing from groceries, chilled and frozen to health and beauty and wines.”
Verlie Vera, Head of Commercial for Dairy Farm International in Singapore, added: “Our customers like the assurance that the Waitrose brand gives them, for quality, authenticity and provenance. This combined with the demand for products from the UK means we have had the opportunity to grow our range significantly over our 20 years of working together.”
NAM Implications:
- These are own-label opportunities.
- But still possible incremental sales for UK suppliers…
- …with minimum risk for their brands.
- Time for a flyer?
