For decades, own label was framed as the alternative, a compromise shoppers made when budgets were stretched or their favourite brands were unavailable. But now it seems that narrative is no more, with own label having just reached a record 50% unit share across Europe’s six largest grocery markets – the UK, France, Germany, Italy, Spain and the Netherlands – for the first time ever.
This suggests that shoppers are now intentionally choosing own labels, rather than them being a reluctant second choice. But what does this mean for retailers and brands?
Circana’s analysis shows food and drink are driving own label’s momentum, particularly ready meals, snacks, beverages and dairy, with bottled water standing out thanks to competitive pricing, innovation, and limited-edition launches.
Crucially, shopper behaviour has caught up.
More than half of global consumers now say brand or store brand is irrelevant. Gen Z leads this shift, with 56% actively choosing own label, unburdened by legacy brand loyalty.
According to NIQ, 68% of shoppers now view private label as a good alternative, and 69% see it as strong value. Range and execution have overtaken perception as the number one factor affecting demand, with 60% of consumers saying they would buy more own label if there was greater variety.
But here’s where it gets interesting.
Despite own label’s momentum, The Grocer reports that some retailers are actually reducing their own-label ranges, particularly at the budget end. Range rationalisation, quality concerns, and frustration around things like shrinkflation are all playing a part.
So we’ve got a bit of a paradox.
Shoppers still want value, but they’re much less willing to compromise on quality. If an own label product doesn’t deliver, it’s no longer the ‘safe’ option. It’s the first thing to go.
This is driving two big trends:
And the appetite for a little indulgence is still there. Globally, 54% of shoppers say they’re likely to treat themselves by upgrading to premium. That jumps to 58% for Gen Z and 61% for Millennials.
So value and premium aren’t opposites anymore – they sit side by side. Retailers need to find the right balance between the two when investing in own label if they want to succeed.
It’s easy to frame this as a battle of own label vs brands, but in reality, they work best together.
Own label benefits from brands in a few key ways:
And brands benefit too:
NIQ data shows this clearly in the UK: in 2024, three major retailers delivered over 70% of private label growth and 86% of branded product growth simultaneously. Retailer strength lifts all boats, when strategy is aligned.
This isn’t about picking sides, but about getting the mix right.
Execution is everything. The retailers that win will be the ones who really understand how shoppers behave — not just what they buy, but why they buy it. Range, availability, and in-store experience are all important.
And for brands, success will come from working with retailers, not against them.
Dee Set, as part of the wider Acosta Europe family, sits right at that point where strategy meets the shelf, helping retailers and brands turn plans into reality.
That means:
Because in today’s world, shoppers are more open, less loyal and far more selective.
Own label hasn’t killed brands, but it has challenged everyone to raise their game. Those who get the balance right across price, quality, trust, and execution are the ones that will shape what the shelf looks like next.
Let’s be honest – order fulfilment isn’t exactly the most glamorous side of running a business. But it is the engine that keeps everything running smoothly. And if that engine starts to splutter? Well, your customers start to notice.
Late deliveries, incorrect orders, and stock issues add up fast if your order fulfilment process isn’t ticking along smoothly. That’s why you might be thinking: should we outsource our order fulfilment?
Let’s break it down…
Outsourced fulfilment (often called third-party logistics or 3PL, if you’re feeling fancy) is when you hand over your order processing, storage, and distribution to an external provider. Instead of managing everything in-house, a specialist company will take care of it for you – from picking and packing to shipping and returns.
Think of it as bringing in a team of fulfilment pros who already have the space, systems, and expertise to get your products from warehouse to shelf (or doorstep) without a hitch.
Simple in theory, game-changing in practice.
Outsourced fulfilment isn’t just about sticking products in boxes and sending them out the door. A good 3PL provider offers a comprehensive range of services, including:
No more worrying about running out of space. Outsourcing order fulfilment means your stock is stored safely and efficiently in dedicated warehousing and storage facilities.
Orders are picked accurately and packed professionally, reducing the likelihood of the wrong items being shipped (or showing up in a badly-taped box).
From bulk shipments to individual orders, fulfilment partners manage logistics to ensure products arrive where they need to be, when they need to be there.
Real-time tracking keeps you on top of stock levels, helping to avoid those dreaded “out of stock” moments.
Whether we like it or not, returns do happen. A good fulfilment partner makes the process quick, painless, and customer-friendly.
The best order fulfilment partners provide insights into performance, helping you make smarter decisions and optimise your supply chain.
So, why are so many businesses making the switch to outsourced fulfilment?
Busy season? Big promotion? Sudden growth spurt? No problem. A fulfilment partner can scale operations up or down as needed, without you scrambling for extra space, staff, or resources.
Running your own fulfilment operation isn’t cheap. Warehousing, staffing, equipment, tech – it all adds up. Outsourcing can often be more cost-effective, especially as you grow.
Fulfilment specialists do this day in, day out. That means fewer errors, faster processing, and happier customers.
From inventory tracking to performance analytics, you get access to systems that might otherwise be out of reach.
At the end of the day, fulfilment is all about the customer. Faster deliveries, accurate orders, and smooth returns all contribute to a better overall experience and keep customers coming back for more.
Every business is different, and we’re not here to tell you what you need – some businesses benefit from outsourcing order fulfilment, while for others, it makes sense to keep things in-house.
For smaller operations, keeping things in-house can make sense… at least initially.
For many businesses, there comes a tipping point where in-house fulfilment starts to hold them back rather than support them. That’s usually when outsourcing starts to look very appealing.
By now, you’ve probably made a decision on whether outsourcing order fulfilment is right for your business. But you may be wondering: Why should I choose Dee Set for fulfilment outsourcing? What makes them special?
It’s a great question… and there are actually a few things that make us different from other 3PL order fulfilment companies:
Eager to find out more about our order fulfilment services? We’d love to hear from you. Get in touch with the Dee Set team today.
For years, our warehouse has been the engine room of our business: fast‑paced, professional and driven by teams who understand our operation inside out. It’s a space where accuracy, timing and coordination matter every single day, and where we’ve consistently delivered for our customers.
Project Fusion builds on that foundation through a targeted investment of over £1 million. Together, this commitment is transforming how our warehouse operates, bringing systems, tools and processes into one modern, fully integrated environment designed for scale, resilience and the future.
Why Invest Now?
Customer expectations continue to rise. Speed, transparency, traceability and reliability are no longer differentiators, they’re the baseline. To stay ahead, our warehouse operations must not only perform today, but be designed for the demands of tomorrow.
For several years, we’ve been planning how and when to take the next step in our warehouse evolution. A transformation of this size can’t be rushed, especially in a live environment where service continuity is critical.
The move to Microsoft Business Central (BC365), combined with tighter integration across the wider Microsoft ecosystem and warehouse‑ready mobile technology, created the right conditions to progress with confidence.
Project Fusion is that step.
What Project Fusion Delivers
Project Fusion is a comprehensive modernisation programme, focused on strengthening performance, insight and scalability across the warehouse.
Key elements include:
Digital Picking Across the Warehouse
Every warehouse picker is being equipped with smart, handheld devices. These tools guide picking activity in real time, improve accuracy, speed up workflows and provide instant visibility of inventory across the operation.
Centralised, Automated Workflows
Warehouse data is being unified into a single, structured system. This removes duplication, streamlines processes and ensures information is consistent, current and accessible across teams and systems.
A Consolidated Ecommerce and Order Platform
Multiple platforms are being brought together into one integrated solution. This enables smoother order flows, stronger system integration and far more powerful operational and performance reporting.
End‑to‑End Traceability
Every pick, movement and update is automatically recorded. This creates robust audit trails, improves compliance and accountability, and gives us unprecedented insight into warehouse activity.
Sustainability Built In
Digital‑first warehouse operations reduce waste, minimise rework and support more sustainable long‑term practices. Project Fusion directly contributes to lowering our environmental footprint while improving efficiency.
What This Means for Our Customers
While Project Fusion is focused on internal operations, the impact will be very visible externally.
Over the coming year, customers will benefit from:
Once the programme completes, we’ll be able to share clear before‑and‑after metrics across accuracy, speed, efficiency and environmental impact.
What’s Next?
Project Fusion is already underway. Over the next 12 months, we’ll be sharing progress from the warehouse floor, system milestones, operational wins and the people behind the transformation.
This isn’t just a technology upgrade. It’s a strategic investment in how we operate, how we scale and how we serve our customers in the years ahead.
Project Fusion marks the beginning of our next chapter and we’re excited to take you with us on the journey.
These days, with shoppers being bombarded with choice at every turn, standing out on the shop floor has never been more important. You might have the best product on the shelf, but if customers don’t notice it, it simply won’t sell.
With limited space, competing brands, and ever-changing shopper behaviour, getting your in-store execution right can feel like a constant battle. One poorly placed product or underwhelming free-standing display unit (FSDU) can mean missed opportunities, lost sales, and a dent in brand visibility.
But don’t stress – at Dee Set, we know a thing or two about retail displays.
From eye-catching shop display units to fully executed field marketing campaigns, we help brands turn passive shelf space into powerful sales drivers. Whether you're launching a new product or boosting seasonal sales, the right display strategy can make all the difference.
Read on to learn absolutely everything you need to know about retail displays…
In a nutshell, retail displays are the tools you use to showcase your products in-store and influence shopper behaviour.
Simple, right?
Well… not quite.
Behind every effective retail display is a combination of smart design, strategic placement, and operational precision. When done well, your products fly off the shelves. When done poorly, even the best products will start to gather dust.
Retail displays can take many forms, including:
Each plays a role in the wider in-store journey, helping to capture attention, communicate key messages, and ultimately drive sales.
While a lot of thought tends to go into online purchase decisions, this is rarely the case in physical stores. Shoppers make decisions in the spur of the moment, often based on what products and offers they can see in front of them.
That’s where retail displays swoop in to save the day.
Get them right, and you can:
Get it wrong… and your product risks blending into the background. No pressure.
In a crowded retail environment, displays give your products a moment in the spotlight. They create a physical space where your brand can shine – away from the noise of competing products.
Not all displays are created equal. Choosing the right format depends on your goals, your product, and where you want to influence the shopper journey.
These are the bread and butter of in-store marketing. Cost-effective and easy to implement, but often fighting for attention in a crowded space.
Perfect for smaller products and last-minute purchases. Think snacks, cosmetics, and impulse buys at the till.
Great for promotions and bulk items. Not always the prettiest, but they get the job done.
Ideal for high-volume retail environments. Big, bold, and impossible to miss.
Now we’re talking.
FSDUs are standalone units that sit directly on the shop floor, giving your products a dedicated space in high-traffic areas. They’re bold, flexible, and incredibly effective when done right.
If retail displays are the engine, FSDUs are the turbocharger.
Why? Because they give you complete control over how your product is presented in-store.
Unlike traditional shelving, FSDUs allow you to:
They’re also cost-effective, easy to install, and highly customisable, making them a go-to solution for brands looking to maximise impact without overcomplicating things.
Retail displays are a great strategic tool for a range of scenarios:
FSDUs, in particular, are brilliant for all of these. Their flexibility means you can deploy them exactly where and when they’ll have the biggest impact.
Let’s be clear: not every retail display delivers results.
Here’s what separates the best from the rest:
You can have the most eye-catching display in the world, but if it doesn’t make it onto the shop floor correctly, it’s game over.
Displays need to be:
It’s a lot to juggle, especially at scale.
That’s why more and more brands are turning to end-to-end solutions that take care of the entire process, from design to in-store execution.
This is where we come in.
Our FSDU services aren’t just about designing great displays – we make sure they perform where it matters most: on the shop floor.
From concept and production to assembly, distribution, and merchandising, we handle every step of the journey. No gaps. No guesswork. Just seamless execution.
Our approach is built around:
The result? Displays that don’t just look the part, but also deliver real, measurable impact.
If you’re looking to elevate your in-store presence, get in touch to learn more about our end-to-end field marketing solutions.
Easter is and has always been a major seasonal period for grocery sales in the UK and Ireland, with shoppers driving huge spikes in confectionery, food, and drink purchases. But behind the obvious seasonal boom lies a complex landscape: evolving consumer habits, cost pressures, and fierce competition.
Understanding these trends is essential for brands looking to capture growth and stay profitable. Let’s take a look at the Easter shopping insights and retail trends shaping 2026.
Take-home grocery sales in the UK grew 6.5% over the four weeks to 20 April 2025 compared with 2024, according to Kantar. This growth was driven by Easter falling later in April and increased seasonal purchases.
Chocolate remained a key driver, but with price pressures: the price of chocolate in the UK rose 16.5% in the year to March 2025, significantly outpacing overall supermarket food & drink inflation (~4.4%). Rising cocoa costs were the main contributor to this rapid inflation. Despite this, Easter eggs still saw 11% growth, highlighting that shoppers remain willing to indulge during seasonal occasions.
In Ireland, take-home sales rose 8.4%, with an extra €15.3m spent on seasonal confectionery, 82% of which went on Easter eggs. Promotions also had a major impact, with 30% of UK Easter spend coming from promotional activity.
What can brands take away from this? While inflation is a real pressure, consumers’ seasonal habits, including buying earlier in advance of Easter, provide opportunities for brands to capture demand and manage stock effectively.
It’s important to be aware of the sales figures when understanding Easter shopping trends, but to optimise your in-store strategy, what you really need to think about is why and how consumers buy.
Here’s what’s shaping Easter 2026:
With Easter 2026 falling earlier in the calendar, shoppers are starting their purchases sooner, spreading demand across multiple weeks. Online and offline channels are both crucial: consumers may browse online for inspiration or click-and-collect, but often complete purchases in-store. Brands need to ensure visibility across all touchpoints to meet shoppers wherever they choose to buy.
Premium own-label products grew 23.2% during Easter 2025, showing that consumers are willing to trade up for higher-quality offerings. Brands that emphasise ingredient quality, innovation, and packaging can differentiate themselves and justify premium positioning.
Health-conscious choices are reshaping seasonal purchases. Nearly 29% of shoppers reduced Easter egg consumption due to health concerns, driving growth in free-from, vegan, and plant-based alternatives. Brands innovating with allergen-free or low-sugar options, such as Moo Free and NOMO, are better positioned to meet these demands.
Consumers increasingly expect recyclable packaging, ethical sourcing, and carbon-conscious products. While these initiatives add costs, they also strengthen loyalty and improve brand perception.
Of course, Easter doesn’t come without its hurdles. The key operational and strategic challenges brands and retailers face include:
Execution and support are crucial to turn insights into action. At Dee Set, we help brands take those all-important insights and actually make them happen on the shop floor.
Here’s how we do it:
Our syndicated and dedicated merchandising teams manage shelf-space on behalf of brands, reducing retailer overhead while ensuring products are always front and centre.
Through late-stage customisation and co-packing, we deliver “retail-ready” displays that require no in-store assembly, helping brands bypass warehouse bottlenecks and reduce operational costs.
Using Agentic AI, our teams move beyond analytics to actionable data, identifying where margin leaks occur and executing targeted actions. By 2026, it is predicted that 40% of retail interactions will be AI-driven, providing more precise, timely decisions.
Eye-catching Free-Standing Display Units (FSDUs) and strategic in-store execution capture attention, drive impulse purchases, and reinforce marketing campaigns. We assemble and maintain displays efficiently, ensuring brand standards across channels.
From monitoring execution to addressing on-shelf issues in real time, our field marketing teams ensure optimal product placement, stock availability, and shopper engagement, protecting margins and driving sales.
Easter 2026 presents a unique blend of opportunity and complexity. With early shopping, multichannel behaviour, rising chocolate prices, and premiumisation trends, brands must be strategic, data-informed, and execution-focused.
By combining market insights, operational excellence, and targeted support, brands can not only meet shopper expectations but also turn seasonal challenges into profitable growth. Understanding trends, mitigating risks, and ensuring flawless in-store execution are the keys to maximising Easter performance now and in the years ahead.
Easter success doesn’t happen by chance, it happens by design.
With rising cocoa costs, earlier shopping patterns, and increasing channel fragmentation, brands need more than isolated services. They need a partner who can connect every stage of the value chain.
Under the umbrella of Acosta Europe, Dee Set offers a uniquely integrated suite of services – from insight and analytics to retail media, co-packing, merchandising, and feet-on-the-ground execution. This rare, fully connected approach enables us to act as a true end-to-end growth partner, reducing complexity while protecting margin.Contact us to discover how our one-stop model can drive smarter, more profitable seasonal performance.
Online orders don’t magically appear on your customer’s doorstep (sadly). Behind every successful delivery is a carefully choreographed process designed to get your products from A to B on time and without any errors. So, if you’ve ever found yourself asking, ‘How does eCommerce fulfilment work?’, you’re in the right place.
In this guide, we’re getting into the nitty-gritty of eCommerce fulfilment, shining a light on what actually happens after a customer completes checkout and how expert partners like Dee Set help retailers keep everything running smoothly behind the scenes.
Without further ado, let’s get into it…
Even if you outsource fulfilment (which many growing retailers do), it’s important to understand the process. Why? Because fulfilment impacts everything – from the customer experience to your bottom line.
Knowing how the process works helps you:
The guide covers the details of how eCommerce fulfilment works, but if you’re still not entirely clear on what eCommerce fulfilment is, we’ve got another handy guide for that: Understanding eCommerce Fulfilment: A Practical Guide for Retailers.
eCommerce fulfilment is a multi-stage operation, with each step feeding directly into the next – miss one beat, and you’ll throw the whole rhythm off. Here’s how it works, step-by-step:
Before orders can be fulfilled, stock needs to arrive at the fulfilment centre and be logged correctly. If stock isn’t recorded accurately from the start, errors can ripple throughout the entire fulfilment process, from overselling to delayed dispatches.
This stage includes:
At Dee Set, products are booked into advanced warehouse systems as soon as they arrive, giving retailers immediate visibility of what’s available and ready to sell.
Once stock is in place, ongoing inventory management keeps fulfilment ticking over. Strong inventory management protects margins, supports better planning, and keeps customers from seeing that dreaded “out of stock” message.
This stage involves:
The Dee Set team uses real-time data and intelligent forecasting to help retailers stay ahead of demand and reduce waste.
As soon as a customer places an order, the order enters the fulfilment system automatically. The customer and delivery details are verified, and picking instructions are generated.
This automation ensures no orders are missed and no errors are made, helping orders move quickly from checkout to dispatch. Dee Set’s eCommerce fulfilment tech integrates seamlessly with online stores, which means orders flow straight into the warehouse without any manual handling.
Picking is one of the most critical stages of eCommerce fulfilment. This is where warehouse teams locate the correct products for the order, scanning them to confirm accuracy. It may sound simple, but in reality, it’s easy to get wrong if you don’t have the right systems.
Picking errors can lead to incorrect orders, high return rates, and frustrated customers. At Dee Set, we know that precision at this stage is key to saving time, money, and your reputation – that’s why our warehouses support high-volume, high-accuracy picking, even during your busiest periods.
This step is all about making sure the order is adequately packaged for shipping and involves protecting the products for transit and including branded materials where required. Good packaging is essential to reduce damage, reinforce brand perception, and improve the overall delivery experience for your customers.
Whether retailers choose standard packaging or fully branded boxes, we at Dee Set tailor the packing process to suit your brand’s requirements – because the unboxing experience matters much more than you might think!
A few things happen at the shipping stage:
At Dee Set, we have access to multiple couriers, which gives retailers who choose us as their eCommerce fulfilment partner ultimate flexibility around delivery speed, cost, and destination. This lets you meet customer expectations without overspending, building brand trust and encouraging repeat purchases.
A well-run returns process = happy customers. This stage typically includes:
At Dee Set, we manage returns with speed and care, helping retailers build trust and loyalty with their customers.
Looking for an eCommerce fulfilment partner who can execute the process flawlessly? We’ve got you.
Our efulfilment services cover the entire journey, from goods-in and inventory management right through to shipping and returns. Powered by industry leading tech and supported by a dedicated team, we help retailers fulfil up to 10,000 unique orders per week, with capacity for even more during peak periods.
If you want a partner that supports:
…then we’re the right choice for you.
Get in touch today to find out more about our eCommerce fulfilment services and how they can help your retail business grow.
