Supermarket Own Label Products; The Shoppers Perspective

Supermarket own label brands increasingly present grocery shoppers with a compelling alternative to national brands at the fixture. Retailers are closing the quality gap in the minds of many shoppers, while retaining strong value credentials.

The strength of supermarket brands continues to grow notably, with retailers placing increasing importance on their own brands to foster store loyalty. 42% of shoppers on average now say they sometimes buy private label instead of brands. The strength of private label naturally varies by category, retailer and shopper demographic, but no category is immune.

This report presents the most up to date and authoritative analysis of the shopper perspective regarding private label goods versus national brands. Aimed at retailers, manufacturers and agencies alike, it offers detailed insight into shoppers’ attitudes, motivation and behaviour regarding private label goods versus national brands in food and grocery.

This report will help you to;

Establish key metrics of own label purchasing among grocery shoppers.
Recognise the reasons why shoppers buy own label or brands.
Identify changes in own label purchasing behaviour over time. Uncover whether shoppers are buying more private label or brands, and how attitudes have changed since the recession.
Discover what shoppers perceive to be the key strengths and weaknesses of own label goods versus brands.
Determine factors that are likely to encourage shoppers to buy more own label
Ascertain the barriers to purchase among shoppers for own label
Assess grocery shoppers’ perceptions of quality, price and image of own label versus brands, and understand their reasons why.
Consider how grocery shoppers’ perceptions of quality, price and image vary by category and demographic.

Table of contents

Key findings and summary
Summary of strength and weaknesses for own label

Retailer overview – Own label offering
Tesco
Asda
Sainsbury’s
Morrisons
The Co-operative
Waitrose
Marks and Spencer
Overview of Retailer own label offering

What is own label
What is own label: the shopper’s perspective?
What would make shoppers buy more brands?
What do shoppers perceive to be the strengths and weakness of own label?

The private label shopper: current adoption and changing behaviour
Who buys own label?
Awareness and purchasing behaviour, category examples
own label awareness
How are shoppers adapting their own label purchasing behaviour?
What is the impact of recession and economic uncertainty of own label?
What would you do if the economic climate improved?
Why do shoppers buy either brands or own label

Perceptions of private labels versus national brands
How do shoppers perceive the quality of own label?
Why do/don’t shoppers perceive parity of quality?
Do shoppers perceive that own label quality is changing?
How do shoppers perceive the healthiness of own label?
How do shoppers perceive the price of own label
Why do/don’t shoppers perceive parity of price?
How do shoppers perceive the image of own label?
How do shoppers perceive the image of own label?
How does image differ among categories?
Why do/don’t shoppers perceive parity of image?
Why do/don’t shoppers perceive parity of image?
Do shoppers perceive that own label image is changing?

Price architecture
What is the role of price architecture in own label?

Methodology
Quantitative research - survey
Qualitative research – focus groups

Glossary

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