Survey: Brits switch supermarkets but stick with brands

Tuesday, 23 December 2008

Brits are switching supermarkets during the credit crunch but are not ditching well-known brands, according to a new survey.

Nearly half of the people polled by uSwitch.com said they have switched supermarkets in 2008 to save cash, yet 44% admitted they will only ever buy Heinz tomato ketchup rather than own-brand ketchup.

An additional 35% said they will buy Cadbury's dairy milk regardless of the price, while 34% said they prefer Coca-Cola even if it is more expensive than the supermarket's alternative.

Following a similar poll conducted by TalkingRetail.com which revealed consumers are influenced by the credit crunch, 52% of those polled who used to shop at Morrisons now get their groceries from Aldi or Lidl.

30% ex-Asda shoppers now favour Aldi and 23% of people who used to choose Sainsbury's now pick Tesco, uSwitch.com found.

Director of consumer policy Ann Robinson said: "Our research shows that consumers are prepared to make sacrifices to cut costs - including shopping at a budget supermarket.

"But when it comes to favourite brands, beans really do mean Heinz.

"The priority for consumers today is to cut costs and get better value for money.

"By switching allegiance to a cheaper supermarket we can bring down the cost of our weekly shop, while continuing to enjoy our favourite brands.

"Retailers will no longer be able to rely on loyalty to bring people through their doors - this will lead to a shake up on the high street as well known stores adjust and adapt to this new age of savvy recession shopping."

TNS said earlier this month that shoppers are leaving Tesco at record levels for its discount rivals.