Waitrose has announced that export sales of its own brand items have increased by 14 per cent in the past year.

The John Lewis-owned grocer said that global demand for its own brand products has grown by 92 per cent in the past decade as it has expanded into new territories, adding that it has set a growth target for export sales of at least 10 per cent in 2024.

The Waitrose brand can nowadays be found in 42 territories, including Malaysia, Chile, Jordan, Singapore and Vietnam, with the vast majority of its products exported on ships, the grocer said.

Top selling products internationally in 2023 to date were found to be Essential Waitrose Chopped Tomatoes, with international sales of 200,000 cans, and Essential Waitrose Toilet Paper having sold more than 120,000 rolls.

Dairy products including Essential Waitrose Gouda and Waitrose No.1 Natural Strained Greek Yoghurt were the top sellers in Singapore and the UAE, while Waitrose Mint Creams were the most popular export sale item in Thailand.

“Waitrose has truly been overheard around the world and shoppers from Antigua to Vietnam want to get their hands on our products, which are renowned for taste, quality and provenance,” said Waitrose executive director James Bailey. “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.”

Waitrose recently came in last place for the eight UK supermarkets surveyed in Which?’s price comparison survey, finding that an average basket price at Waitrose was £97.39, over £20 higher than cheapest supermarket Aldi.

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