"Certain categories appear to be immune to the store-brand swap," said Craig Elston, senior vice president, IntegerTM. "Categories that offer shoppers frequent innovations such as performance or variety, and categories where personal stakes are higher, are more difficult areas for private label products to compete."
Of note, certain demographics (76 percent of African-American shoppers compared to 69 percent of shoppers in general) say laundry detergent is a category in which brand name is very important to them. Health and beauty is also a category where shoppers prefer a brand name to a private label, with 74 percent of Hispanic shoppers and 65 percent of general shoppers stating this.
When it comes to quality perception, brand names have maintained a slight advantage over private labels. The prevailing factor is trust, with 51 percent of shoppers indicating that they continue to buy brand name products over store-brand alternatives because they trust the brand.
With fewer shoppers purchasing private-label from two years ago, retailers are working hard to build brand identities and nicer packaging for their private labels which is blurring the perceived lines of quality, and based on this survey, shoppers are taking notice — with a 14 percent decrease since 2010 in the number of shoppers who think brand-name packaging is more attractive than private-label packaging.
Categories with little innovation or new product introductions tend to be easier for private label brands to compete. For example, 68 percent of shoppers prefer private label brands in the over-the-counter medicine category. As less innovation makes it easier for private labels to imitate brand names in this category, retailers are taking advantage of printing "compare to" lines on their packaging and noting the brand name for comparison.
Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog www.shopperculture.com.
About The Integer GroupThe Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.
About OmnicomOmnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.