Shopping savvy consumers snap up own brands

By James Knowles

- Last updated on GMT

Related tags: Cent, Supermarket

New research from Somerfield reveals that UK shoppers are saving
£336m (€500m) every week by taking advantage of special offers and
'own brand' groceries.

The survey conducted by the food retailer reports that 59 per cent of customers taking advantage of 'buy one get one free' offers at least once a week and 62 per cent opting for own brand goods during their weekly grocery shop, resulting in an average weekly save of £7.15 and £371 per year.

"The findings out today mark the launch of Somerfield's Simply Value range - an own-brand line encompassing 184 grocery products from pizzas to wrapping foil and everything in between - now available in stores nationwide,"​ said Pete Williams.

Value for money is the biggest single factor influencing customer choice of foods and household items at 63 per cent and 97 per cent of shoppers check and compare supermarket offers to ensure they are getting the best deal.

The most popular own buy brands are tinned tomatoes at 15 per cent, followed by beans, bread and milk both at 12 per cent, and then loo rolls at 11 per cent.

Close to three quarters of shoppers feel that they are getting better value for money today compared to ten years ago due to the wide selection of in-store promotions, bargain buys and low cost 'own brand' items.

Scottish shoppers are the most eagle-eyed consumers, making the biggest annual savings regularly taking advantage of in-store offers and 'own brand' items, with people enjoying yearly savings of £459 in Aberdeen and £408 in Edinburgh.

Somerfield conducted the survey between the 18th September and 2nd October 2006. The respondents were 1,100 UK adults.

Related topics: Market Trends

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