Are brands always the best buy?

All aisles of the nation's supermarket shelves contains a huge number of branded products. However, as food prices reach new heights are consumers being forced to choose cheaper options?

With food prices increasing, many people are now choosing own brands. Low and middle income earners are more likely to purchase supermarket own brands. In addition, 48 per cent of those earning between £25,000 and £50,000 said they always purchase a selection of supermarket own label products when shopping.  

However, some brands such as Heinz, Coca cola and Cadbury’s hold such a dominant sway in their market that consumers generally are reluctant to purchase a cheaper alternative.

High Street retailing giant Marks and Spencer sell a variety of goods under their own label whilst also selling branded products like Nescafe, Kellogg’s and Nestle. The quality of their own label products is such that it is perceived to be no less of a quality than brand equivalents.

Waitrose, the quality supermarket, is now latching on to the idea and is marketing their own budget range, promoted under the name of ‘essentials’. This range includes over 1,400 products from fresh groceries to frozen, chilled and   bakery items. This massive leap into own brand foods is aimed at the cost conscious shopper , while making Waitrose more available to a greater audience. 

Asda shopper Mary Hutson said “I do spend more money on certain brands like Heinz tomato ketchup, but I don’t splash out on other brands because I don’t think it’s worth it as the own label equivalent appears just as good.”

Although branded food is perceived to taste better, it isn’t necessarily the healthiest. The food watchdog has recently released new figures showing that in certain cases supermarket own label food contains less salt than branded food. Based on salt content per 100g, Heinz tomato ketchup contains 3.1g, compared to Asda smart price at 0.9g.

Most consumers would agree that branded food products are the best you can buy. ‘The brands cookbook’ by Nick  Sandler which features 85 recipes playing homage to brands including Lea & Perrins, Colman’s Mustard and Bisto Gravy. This cookbook orders only  the use of branded items in all its recipes. However you could always use own label alternatives but it is unlikely to taste as good. 

Student shoppers are notorious for buying supermarket own brands. Cracking down on brand buying in order to save money is usual for cash strapped students.

Law student Jack Copper said: “To save money I always buy own label food products, it’s just cheaper and most of the time I can’t really taste the difference. Anyway I can’t really afford to splash out on big name brands.”

As the credit crunch forces consumers to trade down to supermarket own brands, now 14 million consumers are now choosing the cheaper options in bid to save money.As food prices continue to rise, for most, the cheaper alternative will become more attractive.