With grocery brand owners increasingly exploring how they can bypass retailers and sell direct to consumers, new research suggests such moves would prove popular with shoppers.

In survey by carried out by Harris Interactive for trade magazine The Grocer, 35% of British shoppers would be happy to buy food, drink and household items direct from manufacturers rather than through retailers. The research found that toilet paper, household cleaners and tinned food where the products people were most interested in buying outside traditional channels. 

Free delivery, price and attractive promotions were cited as key factors that would tempt shoppers to buy direct.