Research from Mintel has found that 30 per cent of consumers buy budget ranges, with only 14 per cent of these saying that they would hide the fact that they buy these products.
Mintel's research finds nearly half (44 per cent) of all Brits are budgeting more than they were this time last year, with 89 per cent shopping on a budget and even 90 per cent of high earners (those earning £50,000 and above) likely to jump on the “budget bandwagon”.
Ina Mitskavets, senior consumer and lifestyles analyst at Mintel, said: “The downturn over the last few years has changed spending and budgeting habits in the UK. We have gone from a nation of borrowers and over-spenders to a nation of savers and savvy shoppers. The constant reminders of the dire state of the UK economy, together with what we have seen happen in Europe over the last few years, means that budgeting, saving and discounts have become words ingrained in the consumer psyche.
“No longer is budgeting something to be ashamed of; in fact, finding a bargain or getting a great deal is something to be celebrated, even shouted about.”
It was found that 70 per cent of adults have used discounts, such as buy-one-get-one-free or two-for-one in the last six months, while 32 per cent use coupons from the internet and 66 per cent use rewards or loyalty schemes.
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I regularly purchase value brands whilst shopping and dont see the problem with it. I am currently unemployed and have to make savings where I can. For example a 'every little helps' own brand diet coke is 57p and tastes fine to me compared to a name brand which comes in around £1.75. Many value items are as good as named brands and I now routinely check the price of own brands when shopping. I can see why some people would feel embarrassed having others see their 'value brand' shopping but given more and more of us do so the stigma should reduce. I make no bones of the fact to my friends, family and boyfriend that I receive £71 a week on benefit, and I have to make that last me and cover my bills. I've not had a night out in over a year whilst I've been off work, I've been to the cinema once (xmas deal adults were £3), and all the meat, chips, veg, etc in my freezer, gravy, salt, vinegar etc in my cupboards are value brands and I don't hide it. Yes I have some named brands ie washing up liquid but I bought a couple when it was majorly reduced. It's a shame that some people still feel the need to hide things in case others judge. I've found being honest to people that no-one has judged me...at leats not to my face.
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