Brands may be forced to use more promotional labels if they are to encourage reluctant Britons to spend, new research has suggested.

A study by trade body R3 found that 80 per cent of people have changed their buying habits in the past 12 months, with 51 per cent purchasing fewer non-essentials such as DVDs.

Meanwhile, 47 per cent reported shopping around for the best deals and 22 per cent said they often get goods from supermarkets instead of more expensive shops.

The research also found that women may be the savviest shoppers, with 44 per cent now using vouchers when buying things.

This may encourage retailers to use booklet labels containing coupons in order to encourage them to purchase the same product again.

R3 President Frances Coulson said: "We are seeing households tightening their domestic belts and looking for ways to reduce monthly outgoings. In these instances non-essentials are the first to go."

The Asda Income Tracker recently found that the average family had £10 a week less to spend in March 2011 than they did in 2010.

Denny Bros Ltd, 26 April 2011