11/16/12
Almost two thirds of grocery shoppers (64%) feel that brand name products are not necessarily of better quality than their private-label counterparts, up from 57% who said so in 2010, according to The Integer Group and M/A/R/C Research.
Among shoppers who have considered private-label products but chosen to stick with known brand names, 51% say it’s because they trust brand names most. More than four in 10 say it’s because they can get coupons for their chosen brand (45%), or that the brand is often on sale (41%).
Comparing Labels
More than three quarters of shoppers overall (77%), and 90% of female shoppers, compare brand names with store brands before deciding which items to purchase. Almost eight in 10 shoppers (78%) check to see which brands are on sale before deciding what to buy.
Consumers’ willingness to buy private-label products instead of brand names differs by product category, and by demographic.
Shoppers are most open to choosing private-label items when purchasing dairy products and over-the-counter medications, and most likely to stick with brand names for laundry detergent and health and beauty aids.
Black Americans exhibit higher-than-average preferences for brand-name products. Women are more likely than men to prefer brand names to private labels when purchasing health and beauty aids (74% vs. 56%) and laundry detergent (72% vs. 66%).
Sources: “The Checkout: Inside the In-Store Experience – Private Label,” Issue 5, 2012, The Integer Group and M/A/R/C Research. The Integer Group, Craig Elston, SVP Insight & Strategy, 7245 W. Alaska Dr., Lakewood, CO 80226; 303-393-3000; celston@integer.com; www.shopperculture.com. Price: Available online at no charge.
M/A/R/C Research, Randy Wahl, EVP Advanced Analytics, 1660 N. Westridge Cir., Irving, TX 75038; 972-98300400; randy.wahl@MARCresearch.com; www.MARCresearch.com.
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