Shoppers are increasingly switching to own-brand products over branded ones, according to new research. The figures show that nearly two thirds (62%) of British consumers are choosing are own-label alternatives because they are more affordable.

Research by omnichannel customer engagement platform SAP Emarsys, in association with Deloitte, conducted via a survey of 2,000 consumers and 100 senior marketers, showed that shoppers are ignoring brand names when buying consumer goods.

The data showed that 62% of shoppers have switched to own-label alternatives due to affordability, while more than half (58%) think the quality of own-label alternatives is comparable to branded items.

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In response, 82% of marketers said they need to transform their approach to customer engagement in 2025. Nearly half (45%) are prioritising increasing their omnichannel presence and plan to introduce new channels for engagement, while 43% are prioritising increased engagement across existing channels.

Commenting on the findings, SAP Emarsys CMO Sara Richter said: “UK consumers aren’t just becoming less loyal to brands—they’re ignoring them entirely. That’s a wake-up call for marketers. Without a strong data foundation, it’s impossible to deliver the real-time, personalized experiences needed to win that all-important ‘true’ loyalty.”

The platform argues that to compete, consumer brands must engage with their customers in a more meaningful way, using a robust data foundation and omnichannel strategies. It says that just a quarter of consumer product brands have well-prepared technology and strategies.

“The remaining 75% of brands are falling behind,” according to the study.