New breed of 'Darwinist Shopper' is unearthed by research

A national study reveals that over half (51%) of all consumers believe that big brands are losing their importance in today's world. Nearly two-thirds of shoppers say they are more likely to buy supermarket own-brand now than a year ago. And, significantly, almost a third (29%) said they would never switch back to the big brands.

The findings have prompted Sainsbury's to launch a multi million pound campaign - called Switch & Save - encouraging people to try out more of the supermarket's 15,000 own-brand products, and helping to slash 20% off food bills. Estimations show that switching half the average weekly shop to Sainsbury's own-brand could save a family of four £452 per year, making a significant dent in the annual gas bill.

This emerging new breed of shopper - dubbed the "Darwinist" consumer - has evolved as a result of the current tough economic climate - and thinks that supermarket own-brands are every bit as good as 'named' brands with one in five claiming it is outdated to assume that household names will always be better.

For the Darwinist consumer, brand snobbery is a relic of the past, 73% are perfectly happy to buy own-brand goods. A further 25% think that others buy top name brands simply to be seen to be "keeping up with the Jones" - now a long outdated concept.

In fact less than a quarter of all consumers now believe that the brands we choose reflect on us as a person. The vast majority would not judge someone negatively if they saw a cupboard full of own-brand goods, consigning brand snobbery to the dustbin.

Roughly one third, 35%, of all shoppers believe that top brands will need to improve quality dramatically to battle supermarket own-brand goods, another 35% think that leading brands represent a pointless added expense.

Only a very small proportion of consumers, just 1.5%, say they would be very embarrassed to buy own-brand goods. Men are twice as likely to feel this way compared to women, and the figure peaks in Scotland 4% and Bristol 6%.

Consumer psychologist Dr Cathrine Jansson-Boyd comments: "In the current economic climate many people have been changing their shopping habits, happily switching into supermarket own-brand as they believe this is now a very 'socially acceptable' thing to do. Trust is important when money is tight, shoppers are less likely to make risky purchases, preferring long standing supermarket brands they know well."

Judith Batchelar Director of Sainsbury's Brand comments: "The results of this survey clearly show how consumer perceptions to supermarket 'own-brand' have shifted. This new breed of Darwinist consumer is not only price savvy but has also recognised that own-brand doesn't mean compromising on quality. In fact 40% of consumers say they buy own-brand because the quality is now better than ever. We created the first ever own-brand product over 125 years ago and we have never compromised on quality, in fact this survey of over 1,000 people showed Sainsbury's own-brand goods were more trusted than any of the big four supermarkets."

Financial advisor Lawrence Gold, from BBC's 'Bank of Mum & Dad' adds: "We've been living in a time when its become the norm to 'spend now worry later' - however we're starting to see a real backlash. People are becoming much more aware of their spending habits and making cannier decisions to make money go further. Simple changes in the way we shop and behave with money can have a really significant effect on overall 'wealth'. It seems in this current economic cycle people are turning increasingly to brands they know and trust.''