Supermarket brands turn off shoppers

SHOPPERS are rejecting supermarkets’ no-frills ranges in favour of well-known brands as supermarket price wars drive down food bills, analysis shows.

Consumer data provider Nielson found the number of shoppers buying from cheaper ranges to cut bills has reached a record low of 22pc, down by more than half from 49pc in 2009, during the peak of the financial crisis.

The move towards big brands is largely due to food prices being driven down in recent years as supermarkets were forced to scrap multi-buy deals in favour of cheaper prices to compete with discount retailers Aldi and Lidl.

It means the savings customers can make by choosing “economy” brands are now smaller. A Nielsen spokesman said: “Shoppers have benefited from a stronger economy, falling inflation and increases in disposable income. So the primary reason to switch brands to save money has become less of a motivation. ”