Shoppers are opting for supermarket own-brand products in their droves, according to new research.

New figures from price comparison website uSwitch.com reveal the number of shoppers choosing own brand labels has tripled in the last year.

Some 73 per cent of shoppers, up from 25 per cent a year ago, are opting for the perceived value in own-brand labels.

In the last year, Sainsbury’s and Tesco in particular have beefed up their cheaper own-brand lines Basics and Tesco Value respectively to try to arrest the trend in shoppers switching to discount supermarkets.

The research also backed up widespread reports that many consumers have begun growing their own fruit and vegetables, with almost 20 per cent now partaking in home-growing - up from eight per cent last year.

The number of people doing their weekly food shop on the internet continues to grow with 6.4 million now ordering online.

Supermarkets have been expanding their own-brand products in a bid to stop consumers switching to cheaper chains and the shift is paying dividends, according to the findings by price comparison uSwitch.com.

Rumina Hassam, personal finance expert at uSwitch.com, told The Telegraph: “Despite the economic outlook remaining uncertain, consumers may find they have the last laugh - as the lessons learnt from the schooling in savviness they are currently experiencing as a result of the recession will remain vital, even long after the economy recovers."

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