Only 8 per cent of consumers in the survey said they would buy a product because of a celebrity endorsement. Just less than a third of shoppers believed that a celebrity's support said more about their willingness to say anything for money than the quality of the product.
Where food is concerned, shoppers are even less likely to trust the opinions of celebrity chefs than other public figures. The survey revealed that the recently launched Loyd Grossman food range was twice as trusted as Sainsbury's front man Jamie Oliver.
Mintel senior market analyst Claire Hatcher said: 'Undeniably, the British public is obsessed with celebrities, but while celebrity chefs such as Jamie Oliver and Gordon Ramsay have become part of this celebrity set, this has done little to boost interest in their endorsed products. It is unlikely that celebrity endorsement of food and drink products will expand beyond its current niche.'