According to an IGD survey, 37% of shoppers would buy more retailer budget or value own label brands when faced with
a restricted shopping budget, compared with 33% in 2004.
Only 24% of shoppers would purchase more from the discount sector if their budget continued to decrease, compared with 21% in 2004.
The poll found that the price of individual products is now less important than overall basket price. Some 42% of shoppers said price was a driver in product choice, compared with 46% in 2003.
Source: IGD