Middle income earners are the most enthusiastic consumers of supermarket own-brand products, research has suggested.
A study by website MyVoucherCodes.co.uk found that almost half (48%) of those earning between £25,000 and £50,000 would always choose a cheaper supermarket label over premium brands.
More than a third of the group (37%) also preferred to shop at "socially reputable" supermarkets like Sainsbury's and Waitrose. Of this number, 62% said fear of being financially judged was their main motivation for doing so.
Just 16% of low income earners considered reputability as a deciding factor in supermarket choice, with distance and quality being considered more important. Around a quarter (26%) of this group regularly bought own-brand products, mainly to save money and for taste preference.
The poll found 14% of those who bought the brands would not want their friends to know.
Copyright Press Association 2010
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