Make your own choice - We’re not so brand-mad after all

FIGURES just released about our shopping habits show that we are less impressed by brands than was once imagined.

We prefer own-label foods when we go to fill the supermarket trolley, which contradicts Ireland’s image as Europe’s most brand-conscious nation.

Earlier this month, the Future Foundation released research showing we were the most brand-conscious nation in Europe. They found that brands were “important” to two-thirds of 15- to 24-year-olds. Almost half of those aged between 25 and 39 and a third of 40- to 54-year-olds agreed with the proposition.