Retailers’ price cuts are hard to avoid
The pressure from supermarkets to cut prices throws into question the value consumers place in brands. Sainsbury’s Justin King played down his rivals’ price cutting tactics as a “skirmish” but our research found that 85 per cent of people now prioritise cost over ethics when they shop, and only 13 per cent buy products for their brand status. Bargains are becoming a driving force and brands and retailers alike have a bigger job to do to keep consumers close.