You get what you pay for, I'm afraid. The cheap 'deals' (e.g. 10 litres for £15) are just thicker paint watered down...so you need more coats. You can get contract white matt for abour £17 but that is pretty thin stuff as well and is best for mist coating.
Dulux Trade often do the 7.5 litre matt/silk vinyl emulsion for about £27. That will usually cover existing white in one coat, or a different colour in 2.
I'm finding it way easier these days to apply a liberal amount of PVA mixed with little amount t'water with a brush, onto concrete prior to two thin coats of Granocryl masonry paint.
I always use Johnstone's Covaplus. Not the cheapest but probably best value in terms of excellent covering power and non-yellowing properties. Browse the Internet - lots of on-line suppliers.
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