Savvy Shoppers Cutting Back By Switching To Supermarket Own Brands

More and more shoppers are ditching branded products in favour of supermarket own brand labels in a bid to slash their weekly shopping bill, new research has revealed.
According to a study by price comparison website uSwitch.com, the number of Britons buying own brands in supermarkets has tripled in the last year, rising from 25 per cent in August 2008 to almost 75 per cent.
The change in consumers shopping habits has been recognised by the UK’s major supermarkets, with Tesco offering its shoppers a wide selection of value items under its ‘Discounter’ range, while Sainsburys ‘Switch and Save’ campaign highlights the savings that can be made by opting for own brand goods.
A Sainsbury’s spokesperson said: “The results of this survey clearly show how consumer perceptions to supermarket ‘own brand’ have shifted and confirm what our customers have been telling us for some time – they can save money without compromising on quality.”
Even upmarket retailer Waitrose has expanded its product range of products with the recent launch of its ‘Essential’ own label range, which already accounts for 15 per cent of the company’s total sales.
The uSwitch research also revealed that some 74 per cent of food shoppers now regularly use money-off coupons to cut their food bills, compared to just 26 per cent a year ago.
Furthermore, one in five shoppers now compare prices online before heading to a supermarket, and eight million Brits now grow their own fruit and vegetables .
Commenting on the findings, Rumina Hassam, personal finance expert at uSwitch, said: “In the face of uncertain economic forecasts, continued volatility in the housing market, and worrying increases in national unemployment, Brits are making savvy cutbacks to their fundamental spending routine to beat the recession at its own game.”
“The number of Brits making basic changes to their weekly food shopping patterns has increased dramatically since last year, as the effects of the recession continue to amplify.”
“However, despite the economic outlook remaining uncertain, consumers may find they have the last laugh – as the lessons learnt from the schooling in savviness they are currently experiencing as a result as a result of the recession will remain vital, even long after the economy recovers.”