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Brand loyalty highest in a year, says IGD ShopperTrack

Published:  26 September, 2011

Trust in brands has risen among Britain's grocery buyers to the highest levels in a year, according to the latest research from IGD ShopperTrack.

Despite consumer confidence remaining weak, it reports 35% of shoppers said that it was very important to them that the groceries they buy have been "made by a company that specialises in that product".

Similarly, 33% say that it is important they are "made by a well-known company" and 32% said that it is very important that they have "grown up buying or using this product".

Joanne Denney-Finch, chief executive, IGD, said: "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.

They are looking for brands that they trust to deliver quality, value, and reliability.

"Quality is still important to shoppers, but this might come at the expense of spending on other items, such as restaurants."

1,002 shoppers were surveyed by IGD ShopperTrack between August 1-31, 2011.