Premium grocery brands maintaining position

Despite difficult economic times for the consumer, over 64% of shoppers are still buying premium brands, rather than cheaper alternatives. A recent poll by consumer data specialists, The Data Partnership, also revealed that 70% of shoppers are more likely to buy higher priced grocery goods than other types of premium branded products such as technology and clothing.

This comes as great news for the FMCG sector, suggesting shoppers are preferring the quality of the more expensive premium branded goods over lower-priced options.

The survey of over 5,000 UK shoppers revealed that only one in six (16.4%) regularly choose cheaper supermarket products in favour of premium brands in order to save money.

The same survey also revealed that consumers are more willing to spend their money on premium food brands as opposed to premium brands for other forms of consumer goods such as technology and clothing, with only 16.7% and 13.3% respectively placing these at a greater priority over branded foods.

The figures are supported by the news that Sainsbury’s ‘Taste The Difference’ range grew by 10% in the 12 weeks to 8 June, reaching £1billion in sales.

The consumer survey was commissioned by The Data Partnership, one of the UK’s leading data marketing agencies. John Pooley, managing director at The Data Partnership, explained: “The supermarket shop is a significant part of people’s outgoings. However, with real incomes for most actually falling, it is interesting to learn that shoppers are choosing to pay for premium food brands, making technology and clothing products a lower priority in their spending.”