Supermarkets are reaping the rewards of investing more heavily into own-label lines, with nearly a third (31%) of European consumers buying more private products, according to IGD research.

The new data also showed UK shoppers have the highest loyalty to brands they have ‘grown up with’ among all European consumers, with 27% polled by IGD citing that as a factor in what goods they buy.

According to the survey, more than a quarter of consumers in Europe have changed their food shopping habits due to the recession.

Joanne Denney-Finch, chief executive of IGD said: “Shoppers are shopping around more, wasting less, seeking out promotions, planning meals better and taking their time to find the best deals.

“In such a vibrant marketplace, in which new shopper loyalties are emerging, retailers and food manufacturers… are each vying to excel at delivering value and the most effective are reaping the rewards.”