Market analyst IGD has released its latest research on brands from its ShopperTrack survey, with the results showing that consumers trust in brands is growing despite weak consumer confidence.
According to the ShopperTrack study, some 35 per cent of consumers said that it was very important to them that the food and groceries they purchase had been produced by a company that 'specialises' in that product, the highest percentage for 12 months.
Similarly, 33 per cent of shoppers said that it remained very important that food and grocery products they buy are 'made by a well-known company', also the highest level for a year.
Some 32 per cent of people, meanwhile, noted that it was very important that they have grown up buying or using a product.
'This strong level of support for brands is the highest it has been since we started tracking shopper sentiment on a monthly basis almost a year ago,' said Joanne Denney-Finch, chief executive of IGD.
'During these uncertain times a third of shoppers are returning to the food and grocery products they know best and are seeking comfort in brands they have grown up with,' she added. 'They are looking for brands that they trust to deliver quality, value and reliability.
Even though people are facing a squeeze on incomes, when it comes to their food and groceries they're not just focusing on price. Quality is still important to shoppers, but this might come at the expense of spending on other items, such as restaurants.'
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