Although a vast proportion of consumers have switched to private label goods during the recession, 45% would definitely go back to their usual brands if they had a coupon, finds Epsilon.
In the prior six months, consumers have switched to private label goods in the following categories:
• Household products (75%), including paper towels (45%), bathroom tissue (43%), storage bags (42%), and laundry detergent (39%).
• Food products (74%), including bread (42%), cheese (36%), and cereal (35%).
• Personal care products (61%), including shampoos and conditioners (37%), deodorant (28%), women’s shavers (24%), and facial moisturizers (16%).
• Health products (59%), including pain relievers (33%), and multi-vitamins (27%).
• Pet care products (27%).
• Baby products (18%), including children’s pain relievers (9%), baby shampoo (5%), and diapers (5%).
In some categories, consumers are significantly more likely to buy private label products in 2010 than in 2009. The personal care category saw a 10-point increase over 2009, when 51% of consumers bought private label. The baby care category posted a five-point increase, up from 13% in 2009.
Source: “Private Label Brands Survey,” Epsilon, Jessica Simon, 16 W. 20th St., 9th Fl., New York, NY 10011; 212-457-7135; jsimon@epsilon.com; www.epsilon.com. Price: Call for information.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.