Majority of Consumers Bought More Private Label Products This Year

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

December 14, 2010

Ninety percent of consumers who are responsible for a majority of grocery shopping are buying as many or more private label products this year, according to a new Ad Age/Ipsos Observer consumer survey.

Additionally, nearly 90 percent of shoppers reveal that they buy at least some private-label products each time they shop. While value is important, consumers reveal that quality is critical. Two-thirds said they believe store brands are comparable in quality to national brands, reinforcing several other research studies conducted on the subject.

“Not all generics are created equal. Some categories lend themselves to generic purchases better than others,” according to the research. “Beverages had the fewest consumers "likely" and the most "unlikely" to purchase of categories tracked.”

Conducted in mid-November by Ipsos Observer, the online survey included polling 1000 U.S. shoppers.

Chart Source: Ad Age

Read These Related Articles:

• NPD: Consumers Clutch Thrift When Planning Meals
• Nielsen: Secret to Successful New Product Innovation is to Keep the Boss Out
• Retailers: Focus on Packaging and In-Store Marketing to Drive Shopper Growth
• Store Brands Buying Decisions Made at the Shelf, Not in the Home
• Loyalty to Nationally Advertised Brands Declines

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases