Sainsburys To Launch Own Brand Drive

Wed, 03 Sep 2008
 
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Sainsbury's is set to take on the big brands by driving sales of its own-brand products .

The supermarket’s multimillion-pound Switch and Save campaign is set to launch in an effort to push sales of its 15,000 own-brand items which, according to the retailer, will help cut food bills by 20 per cent.

The move comes after a survey for Sainsburys revealed that over half (51 per cent) of all consumers believe that big brands are not as important as they once were.

Nearly two thirds of shoppers said they are more likely to buy supermarket own-brand items now than a year ago and almost a third said they would never switch back to the big brands .

According to Sainsbury’s, this new breed of shopper, dubbed the Darwinist consumer, has evolved as a result of the current economic climate. Shopping by brand name is no longer a priority for shoppers, with 73 per cent of consumers happy to buy own-brand products .

Sainsbury's brand director Judith Batchelar explained: "The results of this survey clearly show how consumer perceptions of supermarket own-brand have shifted."

"This new breed of Darwinist consumer is not only price-savvy, but has also recognised that own-brand doesn't mean compromising on quality."

Justin King, Sainsbury’s chief executive, said; "We’re going to give them (large brands) more of a fight."

He added that the improved quality of own-brand products had challenged product lines such as pet foods and cleaning products, which had historically had "real technical advantages".

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