Survey reveals shift from branded goods as shoppers get thrifty

Shoppers are buying more own-brand products and increasingly spreading their purchases across several supermarkets in an effort to keep their grocery bills down.

Research by the National Consumer Agency (NCA) has found a shift away from branded products in the past 18 months, with more than half of those surveyed saying they were now buying more own-brand goods than they did last year.

Even favourites like tea, coffee, cereals, and baby products which traditionally command high customer loyalty, are losing ground to own-brand alternatives, and when it comes to biscuits, juices, milk, toilet rolls, and cleaning products, more people are now buying own-brand versions.

Old loyalties remain strong in some areas, however, and shoppers are clinging on to their regular brands when buying bread, meat, confectionery, and beer.

The survey of 1,000 people found 90% maintaining they were shopping more wisely than they did last year and, for 67% of them, price and low-price stores are the main dictators of where they shop.

But while they are looking to keep their weekly spend down, they aren’t willing to compromise on standards, with 80% saying they were not buying lower- quality products.

For the majority, there is no price versus quality conflict as 71% said they believed the quality of own-brand products had improved in recent years.

The survey found 72% of women were the chief shoppers in households, with a further 13% saying they were jointly responsible with their male partner, so just 15% of women took little or no part in the chore.

By contrast, 57% of the men said they had no responsibility for grocery shopping while 23% said they shared it.

Those most likely to be found tracking down special offers and visiting multiple stores were in the 35-49 age bracket — the group most likely to have children — while the over-65s were the least likely to be constrained by price or feel the need to follow the bargains.

It’s not just the brand of product that has changed, but also the kind of goods bought, as 73% of shoppers said they were now cooking more meals from scratch, meaning a shift away from ready-to-eat and processed foods. This trend was most evident among those under 35, 82% of whom said they were getting reacquainted with their pots and pans as they opted for cheaper ingredients over more expensive prepared meals.

Fergal O’Leary, research director at the NCA, said the findings confirmed and strengthened trends noted in earlier surveys where consumers showed themselves to be getting more thrifty and price-conscious.

“There have been further, significant shifts towards supermarket, own-brand labels as consumers believe that the quality of own-brand products has improved and that much of the competition that occurs in the grocery market is now in the own-brand segment.

“It appears that consumers are increasingly aware of the options and the potential for savings which own-brand products present.”