пятница, 4 марта 2011 г.

Supermarket own-label puts‘increasing pressure’ on the big brands, says new research | Industry News | TalkingRetail.com

The big brands on supermarket shelves are under“increasing pressure” as consumers are choosing own-label consumer packaged goods even when finances are not so tight, according to research by market analyst Datamonitor.

In fact, more than two-thirds of people believe own-brand foods are as good as, if not better than, leading famous brands: 50% think they are identical in quality and 19% go so far as to say that they are superior.

Research by the independent market analyst has revealed consumers are so impressed with the store brands offered by supermarkets that nearly half (46%) are choosing where to shop based on where we can buy our favourite own-brand products.

Sales of own-label increased as a result of the recession, when consumers were looking for ways to reduce their spend on groceries. However, many have since found the products to be very credible alternatives, and as a result have continued this buying behaviour.

Mark Whalley, an analyst at Datamonitor, said:“Private label is no longer about offering consumers the cheapest product; instead it is about offering value. Consumers won’t just buy the lowest-priced item on the shelf – they’re looking for products that deliver on their promises and exceed expectations; and this is something that private labels have been very successful in doing.”

Datamonitor believes with high levels of satisfaction regarding private labels, national brands face a significant challenge to try to win customers back, even as the economy improves over the next five years.

Whalley said:“Although famous-name brands still dominate the market in consumer packaged goods, they need to consider private labels as serious competition both now and in the future.

“Consumer perceptions are evolving and no longer is there an overwhelmingly‘snobbish’ mentality towards supermarket brands. With the amount consumers spend on private labels set to increase, competition is expected to rise at an unprecedented rate as brands work hard to differentiate their products from private labels.”

Source: Datamonitor


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