Warburtons favourite of UK consumers in Kantar Worldpanel survey

British goods still dominate the shopping baskets of UK consumers, according to the latest Brand Footprint survey by Kantar Worldpanel.

Baked goods by Warburtons, the Manchester-based firm, were the most frequently purchased products by British households, with Heinz and Hovis taking the second and third spots.

Heinz, the US firm famous for baked beans and ketchup, also produced the products most widely in the shopping baskets of British households, with Warburtons in second, and Edinburgh-based biscuit and snack manufacturer McVities in third.

Alison Martin, director at Kantar Worldpanel, said:

“The world consumer market continues to be dominated by a small number of global brands, but in Britain we’re opting for local names. Classic British brands such as Warburtons and McVities have a rich understanding of their consumers, create products that are tailored to the tastes of their home market and deliver marketing and messaging that appeal to the domestic audience”