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Food Storage - US - January 2013

“The market for food storage products is in large part dependent on consumer participation in home meal preparation. At the same time, enthusiasm for home meal preparation is dependent at least in part on food storage products that make the process easier at every step.”

– John Owen, Senior Household Analyst

Some questions answered in this report include:

  • How is the state of Americans’ cooking skills impacting the food storage market?
  • What role could sustainability play in food storage purchase decisions?
  • What functional product attributes are most important to food storage shoppers and offer opportunities for continued product improvements?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of food storage products, at current prices, 2007-17
                        • Market factors
                          • Figure 2: Median household income, in inflation-adjusted dollars, 2001-11
                        • Market segmentation
                          • Figure 3: Total U.S. retail sales of food storage products, by segment, at current prices, 2010 and 2012
                        • Retail channels
                          • Figure 4: Total U.S. retail share of food storage products, by channel, at current prices, 2010 and 2012
                        • Leading companies
                          • Figure 5: FDMx share of food storage, by leading companies, 2012
                        • The consumer
                          • Usage widespread for most common food storage products
                            • Figure 6: Household usage of food storage products/containers, October 2012
                          • Price and value shopping the norm in food storage
                            • Figure 7: Food storage product economizing shopping behaviors, by household income, October 2012
                          • Variety of important criteria points to diverse opportunities in food storage containers
                            • Figure 8: Food storage container purchase decision criteria, very important, October 2012
                          • Attitudes toward food preparation and storage
                            • Figure 9: Attitudes toward food preparation and storage, agree strongly, October 2012
                          • What we think
                          • Issues in the Market

                              • How is the state of Americans’ cooking skills impacting the food storage market?
                                • What role could sustainability play in food storage purchase decisions?
                                  • What functional product attributes are most important to food storage shoppers and offer opportunities for continued product improvements?
                                  • Insights and Opportunities

                                    • Breaking out of the food storage aisle
                                      • Moving food storage to the perimeter
                                        • Aligning the aisle by specialized function
                                          • One size doesn’t necessarily fit all
                                          • Trend Applications

                                              • Trend: Slow It All Down
                                                • Trend: Hungry Planet
                                                  • 2015 Trend: Brand Intervention
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Slow growth category still has room for innovation
                                                        • Figure 10: Total U.S. retail sales and forecast of food storage products, at current prices, 2007-17
                                                        • Figure 11: Total U.S. retail sales and forecast of food storage products, at inflation-adjusted prices, 2007-17
                                                      • Fan chart forecast
                                                          • Figure 12: Total U.S. retail sales and fan chart forecast of food storage products, at current prices, 2007-17
                                                      • Market Drivers

                                                        • Lower-income consumers continue to economize
                                                          • Figure 13: Food storage product economizing shopping behaviors, by household income, October 2012
                                                        • Median household income remains weak
                                                          • Figure 14: Median household income, in inflation-adjusted dollars, 2001-11
                                                        • Consumer confidence strengthens, but still fragile
                                                          • Figure 15: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-12
                                                        • Rising food prices could put a premium on food storage
                                                        • Competitive Context

                                                          • Private label continues to gain ground
                                                            • Figure 16: Private label share of food storage product dollar sales at FDMx, by segment, 2007-12
                                                          • Substantial store brand volume could be target for “basic” brands
                                                            • Figure 17: Private label share of food storage product volume sales at FDMx, by segment, 2007-12
                                                          • Updated and consolidated private label branding
                                                            • Food storage faces competition from food product packaging
                                                              • Figure 18: Number of food product launches with resealable packaging, by product category, 2007-12
                                                              • Figure 19: Percentage of food product launches with resealable packaging in major food product categories, 2007-12
                                                            • Reusable food packaging increasingly common
                                                              • Figure 20: Reuse of plastic food containers and glass jars, October 2012
                                                          • Segment Performance

                                                            • Key points
                                                              • Modest gains in the category’s three largest segments
                                                                • Segment competition may limit category growth
                                                                  • Figure 21: Total U.S. retail sales of food storage products, by segment, at current prices, 2010 and 2012
                                                              • Segment Performance - Food Storage Bags

                                                                • Key points
                                                                  • Sales fluctuate but remain positive
                                                                    • Figure 22: Total U.S. retail sales and forecast of food storage bags, at current prices, 2007-17
                                                                • Segment Performance - Food Storage Containers

                                                                  • Key points
                                                                    • Flat sales overall, but opportunities for innovation
                                                                      • Private label gains may have slowed segment growth
                                                                        • Figure 23: Total U.S. retail sales and forecast of storage containers*, at current prices, 2007-17
                                                                    • Segment Performance - Aluminum Foil

                                                                      • Key points
                                                                        • Aluminum foil sales lose momentum
                                                                          • Figure 24: Total U.S. retail sales and forecast of aluminum foil, at current prices, 2007-17
                                                                      • Segment Performance - Plastic Wrap

                                                                        • Key points
                                                                          • While sales have steadied, real growth will require significant innovation
                                                                            • Figure 25: Total U.S. retail sales and forecast of plastic wrap, at current prices, 2007-17
                                                                        • Segment Performance - Wax Paper

                                                                          • Key points
                                                                            • Home baking and parchment paper drive segment sales growth
                                                                              • Figure 26: Total U.S. retail sales and forecast of wax paper, at current prices, 2007-17
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Other channels gain at supermarkets’ expense
                                                                                • Figure 27: Total U.S. retail sales of food storage products, by channel, at current prices, 2010-12
                                                                                • Figure 28: Food storage product shopping behaviors, by household income, October 2012
                                                                            • Retail Channels - Supermarkets

                                                                              • Key points
                                                                                • Share slips, but synergy with perimeter could be opportunity for growth
                                                                                  • Figure 29: U.S. supermarket sales of food storage products, at current prices, 2007-12
                                                                              • Retail Channels - Other Channels

                                                                                • Key points
                                                                                  • Other channels grab greater share
                                                                                    • Figure 30: U.S. sales of food storage products in other retail channels, at current prices, 2007-12
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Rank Group combines Reynolds and Hefty for top spot in category
                                                                                      • SC Johnson and Ziploc steady in number two slot
                                                                                        • Figure 31: FDMx sales and share of food storage, by leading companies, 2011 and 2012
                                                                                    • Brand Share - Plastic Food Bags

                                                                                      • Key points
                                                                                        • Ziploc solidifies its lead among national brands
                                                                                          • Store brands generate volume sales by addressing basic storage needs
                                                                                            • Manufacturer sales of plastic food bags
                                                                                              • Figure 32: FDMx sales and share of plastic food bags, by leading companies and brands, 2011 and 2012
                                                                                          • Brand Share - Food Storage Containers

                                                                                            • Key points
                                                                                              • Glass gains interest and market share by offering in-the-kitchen flexibility
                                                                                                • Plastic yields increasingly specialized to-go food storage
                                                                                                  • Private label pauses after several years of gains
                                                                                                    • Manufacturer sales of food storage containers
                                                                                                      • Figure 33: FDMx sales and share of storage containers*, by leading companies and brands, 2011 and 2012
                                                                                                  • Brand Share - Aluminum Foil

                                                                                                    • Key points
                                                                                                      • Reynolds Wrap product line geared to fend off commoditization
                                                                                                        • Cold storage opportunity
                                                                                                          • Manufacturer sales of aluminum foil
                                                                                                            • Figure 34: FDMx sales and share of aluminum foil, by leading companies and brands, 2011 and 2012
                                                                                                        • Brand Share - Plastic Wrap

                                                                                                          • Key points
                                                                                                            • Glad strengthens its lead in weak segment
                                                                                                              • Manufacturer sales of plastic wrap
                                                                                                                • Figure 35: FDMx sales and share of plastic wrap, by leading companies and brands, 2011 and 2012
                                                                                                            • Brand Share - Wax Paper

                                                                                                              • Key points
                                                                                                                • Reynolds wax paper and parchment paper have segment covered
                                                                                                                  • Manufacturer sales of wax paper
                                                                                                                    • Figure 36: FDMx sales and share of plastic wrap, by leading companies and brands, 2011 and 2012
                                                                                                                • Marketing Strategies

                                                                                                                  • Ziploc presents Perfect Portions as breakthrough in freezer storage
                                                                                                                    • Figure 37: Ziploc “Perfect portions—wrecking ball” TV ad, 2012
                                                                                                                  • Ziploc promotes the broader benefits of food storage
                                                                                                                    • Figure 38: Ziploc “Ziplogic” TV ad, 2012
                                                                                                                  • Hefty focuses more narrowly on sealing strength
                                                                                                                    • Figure 39: Hefty “Strongest Man in the World” TV ad, 2012
                                                                                                                  • Reynolds Wrap helps consumers create “meal magic”
                                                                                                                    • Figure 40: Reynolds Wrap “Meal Magic” TV ad, 2012
                                                                                                                  • Reynolds promotes parchment for holiday baking
                                                                                                                    • Figure 41: Reynolds Wrap “Parchment” TV ad, 2012
                                                                                                                  • Rubbermaid emphasizes organization
                                                                                                                    • Figure 42: Rubbermaid “EasyFind Lids” TV ad, 2011
                                                                                                                • Social Media

                                                                                                                  • Key points
                                                                                                                    • Key social media metrics
                                                                                                                      • Figure 43: Key brand metrics, food storage brands, December 2012
                                                                                                                    • Market overview
                                                                                                                      • Brand usage and awareness
                                                                                                                        • Figure 44: Usage and awareness of selected food storage brands, October 2012
                                                                                                                      • Interaction with brands
                                                                                                                        • Figure 45: Interaction with brands, October 2012
                                                                                                                      • Motivations for interacting with brands
                                                                                                                        • Figure 46: Why people interact with food storage brands, by brand, October 2012
                                                                                                                      • Online conversations
                                                                                                                        • Figure 47: Percentage of consumer conversation by selected food storage brands, Sept. 14-Dec. 14, 2012
                                                                                                                        • Figure 48: Online mentions, selected food storage brands, by day, Sept. 14-Dec. 14, 2012
                                                                                                                      • Where are people talking about food storage brands?
                                                                                                                        • Figure 49: Mentions by page type, selected food storage brands, Sept. 14-Dec. 14, 2012
                                                                                                                      • What are people talking about?
                                                                                                                        • Figure 50: Mentions by type of conversation, selected food storage brands, Sept. 14-Dec. 14, 2012
                                                                                                                        • Figure 51: Major areas of discussion surrounding food storage brands, Sept. 14-Dec. 14, 2012
                                                                                                                        • Figure 52: Major areas of discussion surrounding food storage brands, by page type, Sept. 14-Dec. 14, 2012
                                                                                                                      • Brand analysis
                                                                                                                        • Ziploc
                                                                                                                          • Figure 53: Ziploc, key social media indicators, December 2012
                                                                                                                        • Key online campaigns
                                                                                                                          • What we think
                                                                                                                            • Glad
                                                                                                                              • Figure 54: GLAD, key social media indicators, December 2012
                                                                                                                            • Key online campaigns
                                                                                                                              • What we think
                                                                                                                                • Reynolds
                                                                                                                                  • Figure 55: Reynolds, key social media indicators, December 2012
                                                                                                                                • Key online campaigns
                                                                                                                                  • What we think
                                                                                                                                    • Rubbermaid
                                                                                                                                      • Figure 56: Rubbermaid, key social media indicators, December 2012
                                                                                                                                    • Key online campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Hefty
                                                                                                                                          • Figure 57: Hefty, Key social media indicators, December 2012
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • Sterilite
                                                                                                                                              • Figure 58: Sterilite, key social media indicators, December 2012
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                              • Innovation and Innovators

                                                                                                                                                • Overview
                                                                                                                                                  • Rubbermaid LunchBlox makes lunch to go modular
                                                                                                                                                    • Glad To Go integrates separate condiment containers
                                                                                                                                                      • Tight seals
                                                                                                                                                        • Glad LockWare competes with Ziploc Twist ‘N Loc
                                                                                                                                                          • Snapware’s leak-proof line faces new competition from Hefty Clip Fresh
                                                                                                                                                            • Environmentally friendly
                                                                                                                                                              • Seasonal design themes a mainstay of category
                                                                                                                                                                • Reusable sandwich bags appeal to eco-consciousness and design sense
                                                                                                                                                                • Household Usage of Food Storage Products/Containers

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Usage widespread for most common food storage products
                                                                                                                                                                      • Reuse of food packaging as food storage somewhat less widespread
                                                                                                                                                                        • Figure 59: Household usage of food storage products/containers, by household income, October 2012
                                                                                                                                                                      • Usage of most types of food storage a little higher in larger households
                                                                                                                                                                        • Figure 60: Household usage of food storage products/containers, by household size, October 2012
                                                                                                                                                                    • Attitudes Toward Food Preparation and Storage

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Economizing a key benefit for food storage
                                                                                                                                                                          • Opportunity to emphasize practicality and time savings
                                                                                                                                                                            • Facilitating fresh and healthy eating
                                                                                                                                                                              • Eco-friendly opportunity may be as much about behavior as products
                                                                                                                                                                                • Figure 61: Attitudes toward food preparation and storage, October 2012
                                                                                                                                                                              • Women more likely to see the value of food storage products in meal prep
                                                                                                                                                                                • Figure 62: Attitudes toward food preparation and storage, by gender and age, October 2012
                                                                                                                                                                              • Bigger households perceive food storage value in a variety of ways
                                                                                                                                                                                • Figure 63: Attitudes toward food preparation and storage, by household size, October 2012
                                                                                                                                                                            • Shopping for Food Storage Products

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Women more likely to be primary shoppers, but men may be gaining ground
                                                                                                                                                                                  • Figure 64: Shopping responsibility for food storage products, by gender and age, October 2012
                                                                                                                                                                                • Price and value shopping the norm in food storage
                                                                                                                                                                                  • Figure 65: Food storage product shopping behaviors, by gender and age, October 2012
                                                                                                                                                                                • Value a key shopping driver in larger households
                                                                                                                                                                                  • Figure 66: Food storage product shopping behaviors, by household size, October 2012
                                                                                                                                                                              • Food Storage Container Purchase Decision Criteria

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Variety of important criteria points to diverse marketing opportunities
                                                                                                                                                                                      • Figure 67: Food storage container purchase decision criteria, October 2012
                                                                                                                                                                                    • Flexibility, size, ease of storage particularly important in larger households
                                                                                                                                                                                      • Figure 68: Food storage container purchase decision criteria, by household size, October 2012
                                                                                                                                                                                  • Interest in Food Storage Product Features

                                                                                                                                                                                    • Value-added products with untapped potential might benefit from retail marketing
                                                                                                                                                                                      • Figure 69: Interest in food storage product features, October 2012
                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Hispanics less likely than other groups to use food storage products
                                                                                                                                                                                        • Figure 70: Household usage of food storage products/containers, by race/Hispanic origin, October 2012
                                                                                                                                                                                      • Blacks and Hispanics driven by price but still brand conscious
                                                                                                                                                                                        • Figure 71: Food storage product shopping behaviors, by race/Hispanic origin, October 2012
                                                                                                                                                                                      • Blacks especially likely to place importance on storage product attributes
                                                                                                                                                                                        • Figure 72: Food storage container purchase decision criteria, by race/Hispanic origin, October 2012
                                                                                                                                                                                      • Blacks especially likely to value practical benefits of food storage
                                                                                                                                                                                        • Figure 73: Attitudes toward food preparation and storage, by race/Hispanic origin, October 2012
                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                        • Figure 74: Target clusters, October 2012
                                                                                                                                                                                      • Disengageds
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Price Choppers
                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Eco Interesteds
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Active Economizers
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Figure 75: Household usage of food storage products/containers, by target clusters, October 2012
                                                                                                                                                                                                                      • Figure 76: Food storage product shopping behaviors, by target clusters, October 2012
                                                                                                                                                                                                                      • Figure 77: Food storage container purchase decision criteria, by target clusters, October 2012
                                                                                                                                                                                                                      • Figure 78: Interest in food storage product features, by target clusters, October 2012
                                                                                                                                                                                                                      • Figure 79: Attitudes toward food preparation and storage, by target clusters, October 2012
                                                                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                                                                      • Figure 80: Target clusters, by demographic, October 2012
                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                    • IRI/Builders - Key Household Purchase Measures

                                                                                                                                                                                                                        • Overview of food and trash bags
                                                                                                                                                                                                                          • Sandwich/freezer/food storage bags
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 81: Brand map, selected brands of sandwich/freezer/food storage bags buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 82: Key purchase measures for the top brands of sandwich/freezer/food storage bags, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                                • Overview
                                                                                                                                                                                                                                  • Parents of older kids use a wider variety of storage products
                                                                                                                                                                                                                                    • Parents of younger kids more likely to reuse plastic and glass food containers
                                                                                                                                                                                                                                      • Figure 83: Household usage of food storage products/containers, by parents with children and age, October 2012
                                                                                                                                                                                                                                    • The parents of young kids value versatility in food storage
                                                                                                                                                                                                                                      • Figure 84: Food storage container purchase decision criteria, by parents with children and age, October 2012
                                                                                                                                                                                                                                    • Young parents both eco-conscious and budget conscious
                                                                                                                                                                                                                                      • Figure 85: Attitudes toward food preparation and storage, by parents with children and age, October 2012
                                                                                                                                                                                                                                  • Appendix - Other Useful Tables

                                                                                                                                                                                                                                      • Figure 86: Household usage of food storage products/containers, by presence of children in household, October 2012
                                                                                                                                                                                                                                      • Figure 87: Shopping responsibility for food storage products, by gender and age, October 2012
                                                                                                                                                                                                                                      • Figure 88: Food storage container purchase decision criteria, by presence of children in household, October 2012
                                                                                                                                                                                                                                  • Appendix - Social Media

                                                                                                                                                                                                                                      • Figure 89: Usage and awareness of the Ziploc brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 90: Usage and awareness of the Hefty brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 91: Usage and awareness of the Glad brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 92: Usage and awareness of the Rubbermaid brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 93: Usage and awareness of the Reynolds brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 94: Usage and awareness of the Sterilite Brand, by Demographics, October 2012
                                                                                                                                                                                                                                    • Interaction with brands
                                                                                                                                                                                                                                      • Figure 95: Interaction with the Ziploc brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 96: Interaction with the Glad brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 97: Interaction with the Hefty brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 98: Interaction with the Reynolds brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 99: Interaction with the Rubbermaid brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 100: Interaction with the Sterilite brand, by demographics, October 2012
                                                                                                                                                                                                                                    • Motivations for interacting with brands
                                                                                                                                                                                                                                      • Figure 101: Reason for interaction with the Glad brand, October 2012
                                                                                                                                                                                                                                      • Figure 102: Reason for interaction with the Hefty brand, October 2012
                                                                                                                                                                                                                                      • Figure 103: Reason for interaction with the Reynolds brand, October 2012
                                                                                                                                                                                                                                      • Figure 104: Reason for interaction with the Rubbermaid brand, October 2012
                                                                                                                                                                                                                                      • Figure 105: Reason for interaction with the Ziploc brand, October 2012
                                                                                                                                                                                                                                      • Figure 106: Reason for interaction with the Sterilite brand, October 2012
                                                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                                                      • Figure 107: Percentage of consumer conversation, by food storage brands, Sept. 14-Dec. 14, 2012
                                                                                                                                                                                                                                      • Figure 108: Online mentions, by food storage brands, by day, Sept. 14-Dec. 14, 2012
                                                                                                                                                                                                                                      • Figure 109: Mentions by page type, selected food storage brands, Sept. 14-Dec. 14, 2012
                                                                                                                                                                                                                                      • Figure 110: Online mentions, by selected food storage brands, by type of conversation, Sept. 14-Dec. 14, 2012
                                                                                                                                                                                                                                      • Figure 111: Major areas of discussion surrounding food storage brands, by day, Sept. 14-Dec. 14, 2012
                                                                                                                                                                                                                                      • Figure 112: Major areas of discussion surrounding food storage brands, by type of website, Sept. 14-Dec. 14, 2012
                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • American Dietetic Association (ADA)
                                                                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                                                                                                    • Newell Rubbermaid Inc.
                                                                                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                    • Rank Group
                                                                                                                                                                                                                                    • Reynolds American Inc
                                                                                                                                                                                                                                    • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                                    • The Rank Group PLC

                                                                                                                                                                                                                                    Food Storage - US - January 2013

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