Irish shoppers most brand-conscious

An EU-wide consumer survey has found that Irish shoppers are the most likely to stick to tried-and-tested brands of products.

Two thirds of Irish people aged over 40 and half of those aged between 25 and 40 consistently buy the same brand rather than shopping around.

The research, carried out by the consumer think-tank The Future Foundation, also found that Irish people in all age categories are far more likely than other Europeans to be brand conscious when it comes to clothes.