Half of mums are buying budget brands in secret

More than half of mothers try to pass off supermarket value brands as branded goods, according to a study into how the economy is influencing shopper behaviour.


Market research company OnePoll claims that 53% of mums buy cheap own-brand products without telling their family or friends, up from 35% before the economic downturn.

The study also found that just 34% buy branded goods solely on their name, compared with 53% in 2008.

More than three-quarters (77%) of mums are also buying in bulk in order to cut their weekly shopping bills, the survey found.

OnePoll has dubbed the price-conscious mothers MAUDS – “mums actively using discounts”.

The market research company surveyed 2,500 mothers as part of its quarterly Consumer Mums MumPoll report into modern mothers’ buying habits.

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