One third of British adults claim that non-branded food products make up at least half of their weekly shopping lists, kamcity.com reports.

The findings come courtesy of a new report from market research firm Canadean Custom Solutions. Its researchers found that many shoppers feel the only difference between private-label goods and their brand-name equivalents is the labelling.

In total, 81 per cent of those asked said they were happy to buy the unbranded goods, with biscuits being the most popular purchase; 53 per cent said they were more likely to choose theirs from the budget section of the supermarket shelves.

While the rising popularity of cheaper food products has understandably been linked to the recession, Canadean Custom Solutions’ research manager, Michael Hughes, believes that retailers have played a part. He was quoted by mypbrand.com as saying: “The figures show that continued growth of private label is not just a knee-jerk reaction by consumers to a recessionary environment, but the result of decades of investment in product portfolios by retailers.

“This has also been helped by an increasing level of scepticism towards the food and drink industry as a whole, with consumers ultimately believing branded and non-branded groceries are the same.”

Interestingly, 64 per cent of those asked believe that branded food comes with a higher price because of advertising and that the extra costs aren’t necessarily indicators of quality.

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