One in six British shoppers are reportedly switching from branded groceries to supermarket own-label alternatives to save money.

A study of 2,000 UK adults by credit card provider Zable found that 16 per cent had reduced or stopped buying branded food and household products in favour of cheaper alternatives.

The research found that takeaways and food delivery services were the most common areas for spending cuts, with 27.5 per cent of consumers reducing their expenditure.

Eating out followed at 24.2 per cent, while 21.8 per cent had cut back on takeaway drinks such as tea and coffee.

Meanwhile, 19.3 per cent had reduced spending on cinema, theatre and concert tickets, while 16.7 per cent were spending less on alcohol.

The shift towards supermarket own-label products was particularly pronounced among women, with 19.8 per cent reporting they had switched away from branded groceries, compared with 11.9 per cent of men.

However, despite the pressure on household finances, consumers are continuing to protect certain everyday treats and experiences.

The study found that 26 per cent of respondents were unwilling to cut back on television and streaming subscriptions, making them the UK’s most protected household expense.

Holidays and short breaks followed at 23.4 per cent, while eating out and chocolate, sweets and snacks were protected by around 20 per cent of respondents.

The research also revealed that the share of customers paying for Deliveroo Plus subscriptions increased by 83.6 per cent between 2024 and 2025, suggesting shoppers are seeking ways to reduce delivery fees rather than abandoning takeaway services altogether.

It also highlighted the continued pressure of rising household bills, with broadband costs forecast to increase from £104 a year in 2025 to £180 by 2030.

Meanwhile, annual household spending on chocolate is projected to reach £139 by 2030, compared with £130 in 2025.

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