Sales of own label products have been driven up by recession in the UK, with own label reportedly accounting for almost half of all sales last month.

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According to figures from Datamonitor, provided to The Times, 41% of all grocery sales at the end of July were own label, up from 38.2% in July last year.


Own-label products are 22% cheaper than brands on average, according to Datamonitor.


Neil Saunders, director of Verdict Research, part of Datamonitor, said: “What’s really changed in the past few years is the range of own-label products you can buy. It’s not just about the value products any more: supermarkets like Tesco have own label ranges right up to premium now.”


“There’s been a move towards downtrading and the value end of the spectrum but, in the long term, we think the premium products will do well.”

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