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Consumers in Britain are choosing supermarket own-brands
over more expensive products, according to a survey.
Research by Sainsbury's shows the majority of UK
shoppers often consider name brands overpriced, and are
more likely to buy store-labelled brands than they were
a year ago.
Of those surveyed, 59% said name brands were overpriced,
and a third believe they are overrated.
Three quarters admitted they were happy to buy own brand
produce instead, with 40% citing an overall improvement
in quality as an incentive.
Own label products now account for half the weekly shop
of a quarter of Britain's consumers, and more than one
in ten people buy own label goods exclusively.
The study found that 61% were more willing to purchase
supermarket brands now than twelve months ago.
Only 11% of shoppers think that name brands contain
better quality ingredients than their own brand
counterparts, and a third said they could not tell any
difference between them.
Half of all consumers said the main reason they opted
for supermarket brands was because they were much
cheaper, with 46% believing the era of relying on name
brands was over.
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