Are supermarket fashion brands winning over UK consumers?

As supermarket fashion ranges continue to evolve beyond basics, YouGov Surveys: Serviced polled 2,076 British adults to understand the public’s awareness, consideration, and purchasing behaviour toward these in-house clothing brands. The data shows how deeply embedded these labels have become in the UK’s shopping habits and why some shoppers still hold back.

Awareness is high but varies by brand

Among all respondents, awareness of supermarket fashion brands is widespread. George at ASDA (88%) and Marks and Spencer (M&S) (87%) lead the pack, followed by Tesco’s F&F and Sainsbury’s Tu Clothing, both known by 78% of Britons. Nutmeg, from Morrisons, trails behind with 43% awareness, while Lidl’s fashion line, Avenue, is familiar to one in ten (10%).

Only a very small share of respondents, 2%, say they’ve not heard of any supermarket fashion brands at all.

M&S leads on consideration and purchases

While George holds the highest awareness, it is M&S that consumers are most likely to consider (72%) and buy from (65%). Tu Clothing and F&F follow closely, with both considered by 58% of adults, and purchased by 52% and 54% respectively. George, while known by nearly nine in ten, is considered by 56% and bought by 56%, a near match but not enough to lead.

Nutmeg (30% consideration, 20% purchase) and Avenue (17% consideration, 4% purchase) see significant drop-offs in both categories, suggesting that familiarity doesn’t always convert into sales. Some 7% say they wouldn’t consider buying from a supermarket fashion brand at all.

According to YouGov Profiles data accessed via Rapid Reports, adults aged 55 and over make up the largest share (42%) of those considering purchases from supermarket fashion brands, compared to 38% in the nationally representative base. Parents, especially those with adult children, also overindex in this group (42% vs. 37%), and so do Facebook users (74% vs. 68%). In contrast, younger consumers aged 18-24 are underrepresented (7% vs. 11%).

Price, convenience and value are driving behaviour

Among those who have purchased from or would consider buying from supermarket fashion ranges, price appeals the most. Seven in 10 say they’re drawn by affordability (69%), and 61% cite good value for money. Half also highlight the convenience of being able to shop for clothes during regular grocery trips (50%).

Other popular drivers include good past experiences with quality (43%), easy returns (41%), and frequent special offers (30%). About 29% say inclusive sizing plays a role, while 28% mention trust in the supermarket brand. Fashion appeal plays a smaller part, with only 19% saying they find supermarket clothing trendy.

For the unconvinced, quality and style are sticking points

Among those who say they would not consider supermarket fashion brands, quality and style are key barriers. A quarter (24%) believe the clothes are poor quality, and an equal number say the styles aren’t fashionable. One in six (16%) point to limited choice, while smaller shares mention stigma (13%), lack of changing rooms (13%), or sizing inconsistencies (11%).

Still, two in five say there’s no particular reason for their avoidance (43%), suggesting some resistance may be passive rather than deliberate.

Impulse drives many purchases

More than half (56%) of those who have bought supermarket fashion say they were influenced by simply seeing the items while browsing in-store. This spontaneous aspect is followed by practical need: 36% said they picked something up because they needed it quickly. Style suitability (33%) and size availability (32%) are also notable drivers.

More traditional promotional tactics – such as advertising (3%), social media (4%), or influencer collaborations (3%) – play only a minor role in prompting purchases.

Casualwear and basics are the top-selling categories

Casualwear (68%) is the most common type of clothing purchased, followed by underwear and socks (62%) and nightwear (47%). Children’s clothing (28%), shoes (27%), accessories (23%), and occasion wear (22%) are also part of the mix. Less commonly, consumers pick swimwear (18%) and sportswear (15%).

This mix indicates that supermarket fashion plays a significant role in everyday essentials, rather than high-fashion segments.

Most agree supermarket fashion offers value, but trust gaps remain

When asked to evaluate supermarket fashion against the high street, most consumers see advantages in cost. Three-fifths agree that supermarket fashion offers better value for money than high street or online competitors (63%). Almost three in ten, 28%, think supermarket fashion is lower quality.

More than half (62%) agree that similar styles can be found at supermarkets as on high street stores. However, 34% say they trust high street or online fashion brands more than supermarkets, perhaps a sign that supermarkets are narrowing the perception gap for some.

Online availability boosts potential

With supermarket clothing now available online, nearly half of adults say they are more likely to buy: 17% say they are “much more likely” and 28% say “a little more likely” to purchase thanks to e-commerce. However, 19% say the online shift makes them less likely to shop in supermarket fashion stores.

Women (56%) make up a higher share of those who have or would consider buying supermarket fashion compared to men (44%). Parents also show slightly higher engagement (58% vs. 54% of all GB adults).

A growing sector, shaped by value and habit

While supermarket fashion may not compete with trend-led fast fashion brands, it continues to attract buyers through convenience, price, and familiarity. M&S, F&F, Tu, and George dominate both awareness and purchase, while newer or smaller brands like Nutmeg and Avenue still face visibility and appeal challenges.

As these brands build their online presence and grow their offerings, the data suggests that supermarket fashion is firmly entrenched in the UK's retail landscape, not just for food, but increasingly, for fashion too.

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 23-26 May 2025, with a nationally representative sample of 2076 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.