New YouGov Surveys data shows that, among the British public, a third (34%) buy mostly own-brand goods, three in ten (29%) buy known brand products, and another third (34%) buy both in equal proportion.
Snacks and cupboard products – Own-brand vs. branded
Consumers are evenly split as to whether they generally buy more branded butter and spreads (45%) or own-brand (49%).
Among shoppers at the traditional “big four” retailers – Tesco, ASDA, Morrisons, and Sainsbury’s – half buy more branded butter and spreads (52%), while just over two in five buy own-brand (43%).
Among the budget operators – Aldi, Lidl, and Iceland – seven in ten (69%) buy these products off-brand, with just over a quarter (27%) buying the branded versions. The reverse is true with premium supermarkets such as Waitrose (31% own-brand; 64% branded).
Two in five Britons prefer branded gravy (40%), with slightly fewer preferring the own-brands (36%). A similar dynamic can be seen with discount and premium supermarkets: the former (52% own-brand; 29% branded) prefer the off-label versions, with the latter (16% vs. 52%) opting for branded goods. Big four shoppers also demonstrate a slight preference to buy known brands (46% vs. 41%).
For crisps (37% own-brand; 50% branded), chocolates and sweets (26% own-brand; 60% branded), branded products win out.
A third of the public (32%) buy branded pet food, and less than half as many buy it off-brand (14%).
Soft drinks, smoothies, and caffeine
By 47% to 27%, Britons are more likely to buy a recognised brand when it comes to soft drinks. This is true among all groups except shoppers at discount supermarkets, who are more likely to buy the supermarket’s own colas and lemonades (40% own-brand; 37% branded).
It’s a comparable situation with coffee and tea (29% own-brand; 63% branded), which wins out in every category of supermarket shoppers – although again, those who shop at discount providers are much more likely to pick up the store-brand product.
Juices and smoothies buck this trend, with half buying own-brand (48%) and a fifth buying branded (18%) products.
Dairy and eggs
The public largely prefer own-brand eggs, cheese, and cream to their branded equivalents, with seven in ten (68%) buying own-brand eggs.
Yoghurt is the only exception, with the public evenly split on whether they buy more branded (42%) or supermarket-brand (40%) products. Big four shoppers (31% own-brand vs. 52% branded) are an exception, as are premium shoppers (31% vs. 49%).
Frozen food and ready meals
Britons are more likely to favour buying the supermarket’s own frozen food (55% own-brand vs. 34% branded) and especially ready meals (51% own-brand vs. 10% branded) over branded products.
Own-brand vs. branded medicines and household goods
Britons are over five times more likely to buy supermarket-brand medicines compared to their branded equivalents (76% vs. 14%). A quarter of premium shoppers (61% own-brand vs. 26% branded) are more likely to pick up a branded product than own brand.
For toothpaste, the reverse is true (12% own-brand vs. 84% branded). The public also exhibit a general preference for branded shampoos and conditioners (23% own-brand; 69% branded), as well as laundry products (37% own-brand; 57% branded).
The public are divided when it comes to washing up liquid and dishwasher tablets: 46% mostly buy an own-brand, while 48% mostly buy a known brand. As is typical, big four shoppers are broadly more likely to buy brands (42% own-brand; 53% branded); premium shoppers are substantially more likely to buy brands (25% vs. 66%) – and the opposite goes for discount shoppers (61% own-brand; 25% branded).
