Shoppers have spent the past year being told to switch and save, look for cheaper alternatives and try Discounter lines.
But new figures collated for The Grocer by TNS reveal they haven't been paying much attention - in fact, they are switching from own label to brands.
Brand sales growth has significantly outstripped that of own label. Sales in the 12 weeks to 22 February 2009 were up 7.3% on last year compared with 6.6% for own label.
The volume figures paint an even more dramatic picture. Despite retailers supporting own label with advertising and expanding their ranges, fewer packs were sold over the period.
Own-label share by volume fell from 55.5% to 54.9%, while brands grew share a full percentage point to 40.8%.
This trend was particularly marked at Tesco, whose 500-line Discounter range is classed as own-label by TNS. Its total own-label volumes fell 3.8%, while brands grew 3.9%.
"With their own-label push, retailers have been biting the hand that feeds them," said TNS communications director Ed Garner. "In a sense, this data is reassuring for brands."
Brands have benefited from consumers downtrading from premium own label, but not lost many customers to standard own-label products, he said.
The only own-label sector to buck the trend was budget own-label. Sales in the big four were up 44.4%, while Morrisons' revamped budget range enjoyed a 90% sales uplift year-on-year.
But the picture for brands wasn't all rosy. Research by IRI suggests the brand premium is shrinking as brands spend more on promotions.
There are also categories, such as household and petfood, where own-label continues to make inroads.
"Some consumers will always be willing to switch, so from a business perspective it's best to have positions in both branded and own label," said one major supplier.
But new figures collated for The Grocer by TNS reveal they haven't been paying much attention - in fact, they are switching from own label to brands.
Brand sales growth has significantly outstripped that of own label. Sales in the 12 weeks to 22 February 2009 were up 7.3% on last year compared with 6.6% for own label.
The volume figures paint an even more dramatic picture. Despite retailers supporting own label with advertising and expanding their ranges, fewer packs were sold over the period.
Own-label share by volume fell from 55.5% to 54.9%, while brands grew share a full percentage point to 40.8%.
This trend was particularly marked at Tesco, whose 500-line Discounter range is classed as own-label by TNS. Its total own-label volumes fell 3.8%, while brands grew 3.9%.
"With their own-label push, retailers have been biting the hand that feeds them," said TNS communications director Ed Garner. "In a sense, this data is reassuring for brands."
Brands have benefited from consumers downtrading from premium own label, but not lost many customers to standard own-label products, he said.
The only own-label sector to buck the trend was budget own-label. Sales in the big four were up 44.4%, while Morrisons' revamped budget range enjoyed a 90% sales uplift year-on-year.
But the picture for brands wasn't all rosy. Research by IRI suggests the brand premium is shrinking as brands spend more on promotions.
There are also categories, such as household and petfood, where own-label continues to make inroads.
"Some consumers will always be willing to switch, so from a business perspective it's best to have positions in both branded and own label," said one major supplier.
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