By 34% to 29%, Britons slightly prefer own-brand goods

In general, do you buy branded goods or "own brand" goods (e.g., Coca-Cola or supermarket own brand cola) when shopping for groceries, or do you buy them both about equally? % of 2,000 Britons

"Big four" = ASDA, Morrisons, Tesco, Sainsbury's
"Discount" = Aldi, Lidl, Iceland
"Premium" = Waitrose, Marks & Spencer, Ocado
YouGov 2022
13 March 2023