A shift in store
From brand loyalty to bargain buys amid Britain's ballooning bills
Nadine Hatten, Senior Commercial Director, Kantar Worldpanel division
Traditional brand affinities are giving way to an unvarnished pragmatism among consumers as the cost-of-living crisis maintains its grip on Britain and Ireland. The rise of own-label products and the correlating growth of discounters encapsulates a wider shift, with ramifications that extend beyond mere price points to touch the very core of brand strategy. The reality is that fewer brands are landing in the baskets of shoppers. It's no longer business as usual. There is little doubt some brands face a sobering choice: adapt or risk becoming historical footnotes.
Acute sensitivity to value among consumers presents a nuanced challenge for brands — they must navigate it with finesse, adjusting their strategies to resonate with a fundamentally changed consumer mindset. Unsurprisingly, this recalibration should run in clear alignment with savvier retail strategies across all channels.
So, what is the true consumer mindset? Thanks to our household panels, we’ve long been tracking the changes through three consumer “pressure groups” – those who say they are struggling, managing, or comfortable.
Here’s what the latest breakdown looks like in Britain:
