The recession tested Americans’ brand loyalty, and in some categories brands lost the battle to lower-priced alternatives (including private labels) and sale items, according to comScore.
The categories hit hardest are over-the-counter medications (the proportion buying the brands they wanted most fell 15%), apparel (down 15%), health & beauty aids (down 14%), housewares (down 11%), food (down 7%), and consumables (down 5%).
Brand switchers are driven by a desire to save money, but their strategy for doing so varies by category. When they were unable to buy their preferred brand, shoppers for over-the-counter meds were more likely to switch to a brand on sale (10%) than to a less expensive brand (5%). The same is true of those who switched brands of housewares, with 7% buying a sale brand and 4% buying a cheaper brand.
On the other hand, in the apparel category, shoppers were more likely to buy a cheaper brand (12%) than a sale item (3%). Those who bought an alternative brand of health and beauty aids were split, with 7% switching to less expensive brands and 7% buying sale brands. [Consumer Spending & Attitudes]
Source: comScore ARS, Wendy Preiser, 110 Walnut St., Evansville, IN 47708; 812-759-2264; wpreiser@comscore.com; www.arsgroup.com. Price: Call for information.
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