Research from mystery shoppers and the public has shown that almost 50% of those earning between £25,000 and £50,000 would choose a supermarket own brand label (often considered as being budget) on products whenever possible.
It was also found that 37% of middle earners would only shop at a supermarket considered as socially acceptable, with Sainsbury’s and Waitrose topping the poll. This contrasts strongly with lower earners where distance and quality of products was the main deciding factor.
From this survey it would seem that although middle earners have more income to spend, they are equally price conscious when shopping every week at supermarkets. Shopping and purchasing own brand goods from a socially acceptable supermarket seems to be the best value option.