The number of shoppers buying own-brands has almost trebled during the past year, according to a report from price comparison website

The survey found the number of shoppers switching to own-brands rose from 25 per cent to 73 per cent, an extra 31 million people. It said shoppers have also begun to cut out treats, to shop online and to use money-off coupons.

The rise in own-brands comes as the grocers have stepped up their promotional activity. Tesco last year launched its Discount Brands product lines, Sainsbury’s encouraged shoppers to switch from brands to own-brands and save money, while Waitrose launched value line Essential.

The results tally with research from the Institute of Grocery Distribution (IGD) in May. IGD chief executive Joanne Denney-Finch told The Independent: “As shoppers increasingly scrutinise every penny they spend they are shopping around more, wasting less, seeking out promotions, planning meals better and taking their time to find the best deals.”