That’s according to Manchester-based product intelligence platform Vypr, which has placed the retailer comfortably ahead of Tesco and Sainsbury’s.
As many as 20% of UK consumers said Marks & Spencer creates the best limited-edition products, according to new research from Vypr.
Tesco came second with 15%, followed by Sainsbury’s at 11%. German discounter Aldi ranked next at 7%, while Asda and Morrisons scored 6% and 5% respectively.
The appeal of limited-edition products among the wider public was also quantified, with only a quarter of respondents saying they do not buy them at all, suggesting a clear majority of UK shoppers (75%) are receptive to such products.
The research indicated that flavour is the biggest factor encouraging consumers to buy a seasonal limited edition from a supermarket, cited by 41% of respondents. Price promotions were the second most important driver, with 33% highlighting a reduced price.
By contrast, only 2% said celebrity or influencer endorsement would encourage them to buy a limited-edition item, while 4% pointed to seeing a product on social media.
Vypr’s survey also found that limited editions have meaningful potential to influence supermarket choice, with nearly a third of consumers (31%) saying a limited-edition food or drink product would encourage them to visit a different retailer.
Ben Davies, founder of Vypr, said: “This creates a potentially valuable opportunity for retailers as competition for shoppers intensifies: the right limited edition could provide a reason for consumers to make an additional or alternative store visit.
“For Marks & Spencer, the findings reinforce the retailer’s strong position in a category where consumers appear to reward distinctive product development. For the wider grocery sector, meanwhile, the message is that limited editions can provide a point of differentiation, but flavour and value are likely to be more powerful purchase triggers than marketing noise alone.”
