A third (34%) of brits buy mostly own-brand goods from supermarkets, with another third switching between these products and branded alternatives.
According to a recent survey by YouGov, when considering snacks and cupboard products consumers are more evenly split, with 45% buying more branded butter and spreads in comparison to 49% for own-brand items.
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Branded crisps were most popular among 50% of the survey respondants and 60% also favoured branded sweets and chocolate.
Branded drinks were more likely to be purchased than non-branded alternatives, however 40% of shoppers at discounters are more likely to buy own-brand colas and lemonades.
YouGov found yoghurt to be the exception, with the public evenly split on their opinions.
When comparing frozen food, 55% are more likely to opt for own-brand and 51% would also prefer own-brand ready meals.
Only 10% said they would prefer to purchase a branded ready meal.
Having also looked into medicines and household goods, Brits were found to be five times more likely to buy supermarket-brand medicines, with just 14% wanting to buy branded products.
However toothpaste was favoured by 84% and in general, the public have a preference for branded shampoos, conditioners and laundry products.