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The number of Australian households buying cheaper home-brand groceries has grown in the wake of the global economic downturn, according to the latest Nielsen survey.
They now account for almost one-quarter of all grocery sales.
The average household spent a record $172.80 on home-brand products in the past quarter — a jump of 5 per cent or $8 compared with the same quarter last year.
The increasing popularity of the products across all the major chains has been driven in part by their appeal as a cheaper alternative in the global financial crisis, Nielsen said.
In the online survey, done in June, 57 per cent of consumers said they had switched to cheaper grocery brands to save money in the past year and more than one-third said they would continue to buy cheaper grocery brands even when economic conditions improved.
An earlier Nielsen survey found that 60 per cent of households believed private-label products now were much better than five years ago and that young families spent the highest proportion of their grocery money on home brands.
Mother-of-six Rachelle Dickson, who was doing a quick shop at Woolworths Subiaco Square yesterday, said she tried to buy home-brand products as much as possible.
“It is often the cheapest and I have got a big family,” she said.
PHILIPPA PERRY
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