Established brands may have to use their printed labels to convince shoppers of the benefits of their products, after a new survey found many people are turning away from them.

A poll carried out by Mintel discovered that four out of five shoppers have now changed their buying habits as a result of money being tight, with 84 per cent seriously worried about rising food costs.

Some 39 per cent said they had swapped to cheaper supermarkets, while many more are moving away from groceries they usually favour towards supermarket own-brand budget products.

One in three Brits also reported avoiding expensive items such as organic products as the squeeze on household finances continues.

Which? executive director Richard Lloyd said brand loyalty is often the first thing consumers sacrifice during tough times.

"They are changing their behaviour and becoming more savvy shoppers," he added.

Using printed labels to highlight the healthy aspects of a product could help to prevent falling sales, as the Eco Pulse 2011 survey by Shelton Group found people often look for terms including '100 per cent organic' and '100 per cent natural'.

Denny Bros Ltd, 22 July 2011