Analysts Kantar Worldpanel have announced in a recent study that every brand named in its annual top 10 list has seen the proportion of the population buying them fall by an average 2.5%.  Some of this was attributed to the rise in uptake of consumers own brand products, with head of retail and consumer insight at Kantar Worldpanel, Fraser McKevitt noting that "British retailers have stepped up their own label offer, consolidating and recalibrating their private-label lines in response to consumer demand for quality goods at low prices.”