Brand/private label preferences in Great Britain, by generation

This statistic shows the results of a survey question, asking British grocery shoppers' (aged 22 to 60) whether they buy mostly own-brand (private label) products, branded products, or a mix between the two. Of respondents, 13 percent claimed to always or mostly buy branded goods, compared to 27 percent who always or mostly buy own-brand. The largest proportion of respondents (60 percent) usually purchase a mix between the two.

Thinking about own brand/private label groceries versus branded products, which would you be most likely to choose when grocery shopping?

Characteristic	Share of respondents
Always/mostly own-brand	27%
A mix between the two	60%
Always/mostly branded	13%

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Release date

July 2014

More information

Region

United Kingdom (Great Britain)

Survey time period

May 6 to 14, 2014

Number of respondents

1,451 respondents

Age group

22-60 years

Special properties

Main/joint household shoppers

Method of interview

Online survey

Supplementary notes

Full question was "thinking about own brand/private label groceries (such as Tesco/LIDL own brand) versus branded products (brands like Cadbury, Coca-Cola), which would you be most likely to choose when grocery shopping?"

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