UK brand owners feel increasingly threatened by supermarkets' own label products, according to Saatchi & Saatchi X research. Half of the UK brand suppliers quizzed said own label products had become "much more" threatening to their business. The other half said they were a "little more" threatening. In a shopper survey 98% said they purchased own labels and 79% rated them as good quality compared with well-known brands. But brands still outscored own label in terms of overall quality, said Phil White, planning director of Saatchi's shop and marketing division. Analysis p25