Supermarket own-brand products may concentrate on producing promotional labels to show how much cheaper they are than branded goods following the results of a new survey.

According to mySupermarket, the cost of a basket containing 20 branded products has increased by an average of 21.5 per cent since the recession, while own-brand goods have gone down by one per cent, the News of the World reports.

However, some branded items have gone up in price by as much as 60 per cent, suggesting shoppers may now be paying more attention to printed labels on other products to see how much they could save.

For instance, the cost of a pack of 40 PG Tips teabags rose by 57 per cent since January 2009.

Dalia Mays of mySupermarket commented: "Named brands rely on loyalty, while shoppers look for the cheapest own-label items."
Back in 2008, consumer psychologist Dr Catherine Jansson-Boyd said buying non-branded products no longer has the same stigma attached as it once did now that people are eager to save money wherever they can.

Denny Bros Ltd, 03 May 2011