More shoppers buy 'value' products as austerity hits homes Our research shows that many affluent consumers do not necessarily dismiss own label products out of hand. They appear to be keen users in certain categories. Our research suggests that on balance, consumers expect to buy more standard and value own label foods while cutting back on brands. While there are signs that pressure on consumer budgets is slightly easing, 2012 looks set to see the majority of adults remaining discerning when shopping. The company found the market for own label food and drink reached £37billion in 2011, a 24 per cent increase since 2006. If this market continues to grow at its current rate, it should total £46bn by 2016. Mr Wisson added: "Retailers are appearing to put greater weight behind their own label ranges in attempts to encourage consumers to switch into using them. More comprehensive ranges, product improvements and even range relaunches have all put greater pressure on food and drink brands. A further 20 per cent of people who still buy branded goods claim they expect to buy less in the year to come. Today, 69 per cent of Britons buy the "economy" own-label food and drink products. Only six per cent of these shoppers expect to buy less of them this year and 18 per cent said they would buy more.