Supermarket own brands favoured by middle classes

'Own brand' products: popular

Despite stereotypical views of supermarket own brand products, a new study has revealed that they are preferred not by the more financially challenged consumer, but by middle classes - with 48 percent saying they will always choose a supermarket label when possible.

The UK study that was commissioned by MyVoucherCodes.co.uk aimed to dispel the myths surrounding supermarket own brands such as the fact that they are considered the product of choice for lower income earners. However the report showed otherwise.

Those questioned were asked to place themselves within salary brackets, defined as follows: £0 - 24k (lower income), £24- 50k (middle income), £51k + (high income). They were then asked a series of question relating to their own grocery decisions.

The factors

One of the questions was "What is the most important factor behind your choice of supermarket?" 37 percent of middle class respondents claimed that they would only shop in a supermarket they deemed more "socially reputable," with Sainsbury's and Waitrose topping the popularity poll amongst them.

However, two thirds (62 percent) claimed that the main motive was due to a fear of being judged financially on where they shop. In contrast, only one sixth, 16 percent, of low income earners considered reputability as a deciding factor; the main motives behind supermarket choice amongst participants from this income bracket being distance (42 percent) and quality of produce (29 percent).

It was the claim that 48 percent of middle class respondents regularly bought "own brand" produce whenever possible that was the most surprising, despite the range of reasons why. Only 10 percent of those asked said they did it to avoid buying commercial brands, while 62 percent, admitted that this was due to financial frugality.

Some 12 percent claimed that they believed "own brand" produce was of a better quality, while 14 percent of those who bought the supermarket brands claimed that they would not want their friends to know.

This is all the more surprising when compared to the answers of the lower earners who responded; only 26 percent claimed to regularly buy own brand produce with only 28 percent saying it was to save money and with 41 percent labelling preferences of taste as the main reason.

Commenting on the study's results, Mark Pearson, food expert at MyVoucherCodes.co.uk said, "It comes as no surprise to me that middle earners have been exposed as the largest buyers of supermarket "own brand" produce. Although stereotype would have us believe that own brand produce means a lack of quality, it seems that the middle class are more financially motivated when food shopping; shunning the initial prejudices that often lead to their choice of supermarket."

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