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.