Study: Store Brands Transform How Canadians Shop

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July 13, 2010

More than 80 percent of Canadian grocery shoppers purchase store brands and 49 percent do so frequently, according to a survey conducted by Harris/Decima for Canadian retailer Sobeys.

tore brands are gaining popularity across Canada because they offer equal or better taste and quality compared to leading national brands while saving shoppers money, according to the consumer trends poll fielded in the spring.

Of those who purchase store brands frequently, 58 percent said they are less expensive and offer their families greater value; 48 percent said they feel the products are comparable, or better, in quality than national brand names.

While the survey showed that canned goods (71 percent), household products (62 percent), frozen foods (54 percent) and staples (53 percent) are the most popular store brand categories, Canadians increasingly are purchasing store brand products in other categories including dairy (49 percent), fresh produce (48 percent), fresh meat (48 percent) and fresh baked goods (45 percent).

In response to consumer demand, Sobeys recently launched products in some of these categories including Fresh Salad Kits, a variety of Fresh Pesto flavors, and Sundried Tomato & Basil Goat Cheese Crumbles, all under the Sensations by Compliments label.

“Sobeys recognizes that Canadians are not only looking for competitive prices, but also for quality products that they can trust to feed their families.,” said Belinda Youngs, chief marketing officer for Sobeys. “In fact, all of our targeted private label lines under the Compliments brand –– including Organics, Balance, Sensations and GreenCare ––provide quality products at prices that translate into real savings for consumers. They are also carefully developed to ensure we are meeting the changing needs of consumers and responding to consumer trends.”

Sobeys owns or franchises more than 1,300 stores in all 10 Canadian provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, Price Chopper and Thrifty Foods.

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