A Prosecco has overtaken Freixenet, Martini and Codorníu to become the biggest non-Champagne sparkling wine in the UK off- trade, market analyst company IRI has reported.

Sales of Valdo, which is stocked in Sainsbury’s and Waitrose among others, soared 88% to £29 million in the year to January 31, taking it to the top of the sparkling wine charts.

It makes up 6% of the non- Champagne sparkling wine market, which is dominated by own-label.

Retailer-owned brands account for 37% of the market, and grew 23% last year.

Other Prosecco brands saw similar growth, with Cantine Maschio up 78% and Adeletto achieving sales of £16 million from nothing the year before.

Meanwhile Freixenet and Codorníu cavas saw sales slip 14% and 13% respectively.

Toby Magill, head of alcohol at IRI, said: “The British consumer has latched on to Prosecco in the past few years as a fashionable drink that provides a cheaper and good quality alternative to Champagne.

“Despite cutbacks during this period of austerity, shoppers still want a treat and the place they do that, more often than not, is on food and drink.

“They want a little bit of luxury and Prosecco is an affordable luxury. As long as quality is not compromised, Prosecco will have another good year in 2015.

“However, shoppers haven’t built any major brand loyalty to individual Prosecco brands so manufacturers will need to focus on helping shoppers see the value of their brands if they want to compete with their glamorous Champagne cousins.”

Overall the sparkling wine market grew 24% to £518 million. Asti brand Canti was also among the winners with sales up 68%.

Nick Tatham MW, wine development manager for Continental Wine & Food, which supplies Prosecco brands Casa Gheller and Bortolomiol, said there could be increasing opportunities for non-Prosecco Italian sparklers as Prosecco supplies run short.

He said: “In the off-trade UK buyers are struggling to find enough stock for 2015. Prosecco has become the everyday fizz of choice, not just for special occasions – indeed we think that some of the volume is replacing Pinot Grigio.

“The shortage of Prosecco may lead to other Italian sparkling wines being sold.”