Trusted but traded down: shoppers still trust brands, but own-label is gaining ground

New research reveals 83% of UK shoppers say supermarket own-label products have improved, as rising bills put brand loyalty under pressure

As households continue to look for ways to cut everyday costs, new research from The Harris Poll UK, a Stagwell company, reveals that 83% of UK shoppers believe supermarket own-label products have improved significantly in recent years, while only 41% believe branded groceries offer better value for money.

The issue has been brought into focus by wider conversations around household budgets, including ITV's recent programme Rising Bills: How Can You Save Money? which explores practical ways consumers can reduce everyday spending.

Now, new research suggests this behaviour reflects a broader and potentially longer-term shift in how UK shoppers think about brands, value and the role of own-label products in their weekly shop. The nationally representative survey of 1,000 UK consumers found 83% agree supermarket own-label products have improved significantly in recent years, suggesting own-label is no longer just seen as the cheaper option, but as a credible alternative to branded groceries.

Key findings:

• 83% say supermarket own-label products have improved significantly

• 64% still believe branded groceries are higher quality

• 57% say branded products taste better

• Only 41% say branded products offer better value for money

• 24% would switch to cheaper or value alternatives if costs rise

• 59% say branded products are more consistent and reliable

• Own-label dominates everyday categories, including fresh essentials and ambient staples

• Brands perform strongest in treats and indulgences, where difference is easier to notice

While consumers continue to associate branded products with higher quality and better taste, these advantages are not always translating into purchase decisions, particularly in everyday grocery categories where shoppers increasingly see own-label as "good enough".

The research suggests the biggest challenge for brands is no longer convincing shoppers that they are good quality but proving that they are sufficiently different to warrant a higher price.

In everyday categories, own-label has become deeply embedded. For fresh essentials such as milk, bread and eggs, shoppers are more likely to choose supermarket own-label ranges than branded alternatives. In ambient staples, such as pasta, rice and tinned foods, just 17% of shoppers say they mostly buy branded products.

By contrast, brands retain more power in categories where shoppers feel the difference is more noticeable. In treats and indulgences, such as chocolate, snacks and desserts, branded purchasing is strongest, with 35% saying they mostly buy branded products. This is also the category where shoppers are the most confident, they could tell the difference, with 76% saying they could distinguish branded from own-label products in a blind taste or use test.

The findings suggest that many branded manufacturers may be facing a new competitive challenge. Rather than competing solely on quality, brands increasingly need to demonstrate distinctive benefits that shoppers can clearly see, taste or experience if they are to justify a higher price.

Sarah Beams, Managing Director at The Harris Poll UK, said:

“One of the clearest findings from the research is the growing disconnect between what shoppers say about brands and what they buy. The shift isn't that brands have become weaker. It's that own-label has become ‘good enough’. Consumers haven't fallen out of love with brands, but they have fallen out of need for them in many everyday categories.

That changes the role of brands. The real battleground is no longer the perception of quality alone. If consumers can’t taste it, feel it, or notice it, they won’t pay for it, especially in everyday categories"

---

Ends

For press information please contact [email protected] or 0330 353 0300.

Notes to editors:

• Research conducted among 1,000 nationally representative UK consumers via an online panel

• Further insights available here: https://www.theharrispoll.co.uk/insights/blog/trusted-but-traded-down-when-own-label-became-the-preferred-choice

About The Harris Poll UK: The Harris Poll UK, a Stagwell company, is a leading market research and strategy consultancy helping the most recognisable organisations understand what matters most to their customers. Combining advanced digital research, behavioural science and proprietary real-time technology, we deliver insight at scale, analysing over one million surveys and 40,000 emotion data points each month.

From bespoke consultancy to continuous brand measurement, we help organisations understand how their brand is performing, where it stands against competitors and where it needs to go next in a fast-moving consumer landscape. By uncovering emotional drivers, unmet needs and emerging consumer trends, we support confident decision-making and help turn insight into meaningful competitive advantage.