IGD: shoppers turn to brands in uncertain times


Trust in brands has risen among Britain’s shoppers despite consumer confidence remaining weak, according to the latest research from IGD ShopperTrack.

  • 35% of shoppers said it was very important to them the food and groceries they buy have been “made by a company that specialises in that product” – the highest level for a year
  • Similarly, 33% say it is very important food and grocery products they buy are “made by a well-known company” – again the highest level for a year
  • And finally 32% said that it is very important they have “grown up buying or using this product” – the highest level for a year

Joanne Denney-Finch, chief executive, IGD, said: “This strong level of support for brands is the highest it has been since we started tracking shopper sentiment on a monthly basis almost a year ago.

“During these uncertain times a third of shoppers are returning to the food and grocery products they know best and are seeking comfort in brands they have grown up with. They are looking for brands that they trust to deliver quality, value, and reliability.

“Even though people are facing a squeeze on incomes, when it comes to their food and groceries they’re not just focusing on price. Quality is still important to shoppers, but this might come at the expense of spending on other items, such as restaurants.”