Waitrose launched more than 540 new own-brand products during the first half of its 2026/27 financial year, as sales of its premium No.1 range increased by 15%.
The retailer disclosed the figures in the John Lewis Partnership’s interim results, published on 10 September. Waitrose sales rose by 4% to £4.3 billion in the 26 weeks to 1 August, while online sales increased by 11%.
The volume of new launches shows how central own brand has become to Waitrose’s growth strategy. Its ranges span entry-level products, everyday lines and the premium No.1 tier, allowing the supermarket to compete on price while retaining its quality-led market position.
Premium own label is an increasingly important point of difference in the UK grocery market. Tesco Finest, Sainsbury’s Taste the Difference and M&S Collection are all competing for shoppers who want restaurant-style food and distinctive products without moving entirely to national brands.
The latest figures add to the broader growth of private label in UK supermarkets, where retailers are using exclusive ranges to strengthen customer loyalty, protect margins and respond more quickly to changing food trends.
Waitrose invested a further £20 million in permanently lower prices during the half. It plans to commit a similar amount later in September, taking its cumulative price investment since 2023 to more than £180 million.
The retailer also modernised 15 stores during the period. It said completed refurbishments were already delivering stronger sales and higher customer satisfaction scores. Electronic shelf-edge labels have now reached 225 Waitrose stores.
Adjusted operating profit fell by £7 million to £103 million and operating margin narrowed from 2.8% to 2.6%. The partnership attributed the decline partly to the additional cost of operating during summer heatwaves and its decision to invest in loyalty and lower prices.
Waitrose acquired three new sites during the half, including full-line supermarkets in Hale Barns and Cricklewood that are due to open later this year. Work has also begun on a distribution centre in Avonmouth, which is expected to serve around 50 stores from early 2027.
The next £20 million round of price reductions is expected later this month as Waitrose prepares for the peak autumn and Christmas trading period.
