Home brand products popular with shoppers

ALMOST all Australian shoppers buy home brand products because they're looking for value and to save money, a survey has found.

The Product of the Year survey, which polled more than 11,600 shoppers, found 94 per cent of consumers bought a home brand product.

Sixty per cent of shoppers found home brands were "similar" to manufacturer brands and that plainer packaging looked just as good as the packets of branded goods.

The survey also found that 60 per cent of consumers compared the price of home brand products to manufacturer brands when buying an item.

Product of the Year director Sarah Connelly said consumers may be choosing home brands out of necessity.

"The difficult economic environment has been a strong driver of private label growth," she said in a statement.

"People are constantly searching for value and looking for ways to save dollars."

She also said an increase in the range and quality of "private label products available in supermarkets has led many consumers to make the shift to home brands".

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