Supermarket shoppers ‘proud’ of own-brand swaps

When we talk about saving money in the supermarket, we often suggest buying own-brand products instead of expensive branded items. But it’s not just the savings that people value.

According to Asda, nearly nine in ten shoppers (88%) consider it a real win if they find an own-brand version of a popular snack that takes just as good.

A similar number (85%), meanwhile, say they find discovering a great own-brand alternative very satisfying.

And three in ten (30%) say the best reward is finding that it tastes better than the branded product.

What own-brand swaps are people making?

Biscuits are leading the way, with almost half of shoppers (49%) permanently switching from branded items to own-brand alternatives.

They’re followed by: 

• cheese - 43%
• bread - 43%
• tinned goods - 42%
• crisps - 41%
• cereal - 40%

Attitudes to own-brand products are changing

A few years ago, many shoppers will have viewed supermarket own-brand products as inferior to branded items.

And some will still hold this view.

But thankfully, attitudes are changing.

In fact, more than eight in ten people (84%) say they’re more open to trying own-brand versions of popular snacks than they were five years ago.

And almost nine in ten (86%) said they’d be perfectly happy serving own-brand biscuits to guests.

So any stigma some might have felt about buying cheaper options is slowly disappearing.

“Customers are proud of finding a brilliant own-brand swap, especially when it saves them money and still tastes great,” an Asda spokesperson said.

For more handy money-saving tips, check out our ideas on how to keep the cost of your weekly shop down.