Begin the fightback against the supermarket own-brand

UK brands have a real battle on their hands to retain market share as recent research suggests that consumers will favour premium own-brand goods over branded goods after the recession (Threat of own brands continues as economy recovers,, 24 August).

Indeed, recent research from GfK NOP commissioned by Valassis highlighted that 35% of consumers now buy more store-branded goods compared with a year ago.

With supermarkets heavily promoting their budget and premium own-brand products as a viable alternative to branded goods, and further to your suggestion that suppliers look toward new distribution channels, perhaps it is also time for brands to change the promotional battleground and re-engage with consumers in their homes.

For years, the coupon has been one of the most effective means of encouraging trial and building brand loyalty. The coupon by-passes in-store promotions that crowd the supermarket’s category and speaks to the consumer at their kitchen table where shopping lists and buying decisions are first formulated.

As predicted, coupons have retained their influence over consumer buying decisions in the recession. The GfK NOP research found that 77% of consumers have used a coupon for supermarket shopping, and one-third of consumers are looking for promotional offers more now than they were a year ago. Brands need to take heed of these consumer shopping habits and realign their sales and marketing strategies.

Charles D’Oyly Managing Director Valassis

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here