Price-savvy shoppers turn to stores’ own-brand products

CASH-STRAPPED shoppers are increasingly turning to supermarket own-brand products as they are seen to represent good value.

Research carried out by Rabobank’s food and agri research division has found the share of own-brand products in the Irish market is expected to grow to 40% by 2015 — up from 33% in 2010 and just 16% in 2001.

According to consumer rights expert Tina Leonard however, it is difficult for the consumer to know they are buying Irish produce unless the country of origin is indicated on the product.