Brits ditch supermarkets - but can`t leave brands behind

Some 48 per cent of British adults - approximately 22 million people - have switched to a cheaper supermarket in a bid to save money and improve the state of their personal finances - but many "balk" at the prospect of giving up their favourite food brands, according to new research.

The study by independent comparison site uSwitch.com found that 39 per cent said they are no longer buying luxuries or treats as part of their weekly shop.

However, 44 per cent said they would never substitute Heinz tomato ketchup with a supermarket`s own brand version, while another 39 per cent had the same level of loyalty to Heinz baked beans.

Around 35 per cent said they could not go without Cadbury`s milk chocolate, one per cent higher than the number who would balk at giving up Coca-Cola.

Anne Robinson of uSwitch.com said consumers` willingness to switch supermarkets but not brands indicates that people are looking for the best value for money.

"By switching allegiance to a cheaper supermarket we can bring down the cost of our weekly shop, while continuing to enjoy our favourite brands," she commented.