\r\n
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\r\n\r\n“Although inflationary pressures may have been the catalyst that prompted consumers to try more private brand products over the past few years, shoppers have clearly come to appreciate the quality and value that store brands offer,” said Doug Baker, vice president of Industry Relations with FMI. “The overwhelming majority of shoppers tell us they plan to continue purchasing private brands in the future, even as grocery prices normalize.”
\r\n\r\nBaker added shoppers are motivated to purchase store brands because they like the quality and the taste of the products, not just because of the affordability and value private brands provide.
\r\n\r\n“This growing trust and loyalty consumers have developed for private brands highlights how these products have really evolved to become an extension of a retailers’ brand and value proposition, which is reflected in the way that private brands are also playing a bigger role in how consumers decide where to shop for food,” he said.
\r\n\r\nPrice (68%) and good value (67%) continue to be the top reasons cited by shoppers for buying more private brand items.
\r\n\r\nHowever, 65% of shoppers mentioned a reason other than price and value that motivate their private brand purchases. Of those, shoppers cited quality (30%), taste (26%), and meeting meal solutions needs (16%) as some of the factors driving their store brand purchasing decisions.
\r\n\r\nNotably, more than half of those shoppers who said “quality” was a reason they purchased private brand products noted the store brand item was comparable to that of a national brand.
\r\n\r\nGrocery shoppers also told FMI that private brands are just as good as name brands in a number of key areas.
\r\n\r\nWhen asked which kind of brand is better, 59% of shoppers said that private and name brands were equal at providing detailed product information; 57% said they felt private brands were just as healthy as their manufacturer-brand equivalent; and 63% said the private brand was just as good for the planet as the national brand.
\r\n\r\nCrucially, more than half (52%) said that the private brands were products they trusted as much as the manufacturer brand product.
\r\n\r\nThe Power of Private Brands 2023: What’s Ahead for Shoppers and Private Brands report is based on an exclusive, nationally representative survey of 1,039 U.S. grocery shoppers aged 18 or older.
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