Own Label or National Brands?: Essential Shopper Insight by Evolution Insights

Free newletter

Evolution's free 'Reflections' e-zine offers the latest research, insight and opinion on shopper motivation and behaviour delivered bi-monthly.

Own Label or National Brands?: Essential Shopper Insight

Price from: £495

Quick links:

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 private label purchasing among grocery shoppers.
Recognise the reasons why shoppers buy private label or national brands.
Identify changes in private 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 private label goods versus national brands.
Determine factors that are likely to encourage shoppers to buy more private label or national brands
Ascertain the barriers to purchase among shoppers for private label and national brands
Assess grocery shoppers’ perceptions of quality, price and image of private label versus national brands, and understand their reasons why.
Consider how grocery shoppers’ perceptions of quality, price and image vary by category and demographic.
Recognise the role of different private label ‘tiers’, and consider the increasing importance of premium private label goods among shoppers.
Consider how important national brands are to grocery shoppers.

Methodologies

Sources of primary data include a survey of over 1,000 UK grocery shoppers and in-depth focus group interviews. Secondary desk research includes government statistics, company and broker reports, news articles, trade and academic journals and in-house proprietary databases.