1. Shoppers feel buying own label makes them a smart shopper
OWN LABEL AFFECT
SHOPPER BEHAVIOUR
How does
SO... WHO ARE OWN LABELSHOPPERS?
VALUE OWN LABEL PREMIUM OWN LABEL
Families are the heaviest
consumers of value own
label
Over 55s are the most
likely purchase premium
“MIX AND MATCH”
VALUE OWN LABEL AND
PREMIUM OWN LABEL
“MIX AND MATCH” ACROSS BOTH
OWN LABEL AND BRANDED
78%68% SHOPPER BEHAVIOUR
VALUE V’S QUALITY
SEARCHING FOR VALUE IN OWN LABEL
NO NOTICEABLE DIFFERENCE BETWEEN
PREMIUM AND VALUE OWN LABEL.
30% BELIEVE PREMIUM OWN LABEL
SHOULD BE MORE INNOVATIVE THAN
STANDARD RANGES
SHOPPERS MAKE PRICE
COMPARISONS WHEN COMPLETING
THEIR GROCERY SHOPPING.
8/10
SEARCHING FOR QUALITY IN OWNLABEL
51%WOULD LIKE TO KNOW HOW OWN
LABEL PRODUCTS ARE MADE
45%AVOID RETAILERS WITH
POOR QUALITY OWN LABEL
QUALITY IS ‘A CRUCIAL SELLING POINT
FOR OWN LABEL’ – THIS EXPLAINS WHY
ALDI’S SPECIALLY SELECTED, LIDL
DELUXE AND THE NEW WAITROSE 1 ARE
ALL IN STRONG GROWTH
THINK OWN LABEL PRODUCTS ARE
SIMILAR TO BRANDED67%
THE EXPERT OPINION
‘Innovation by rivals, along
with the “parasitical” own
label development by Aldi
and Lidl, has left Asda and
Morrisons trailing in their
competitors’ wake’ – Clive
Black, Head of Research at
Shore Capital
Retail Week – Analysis: Why grocers’ private labels
have ‘never been more important’, 5th April 2016
INNOVATION
‘The value message has
become the most
overused in retail.
Customers are looking for
an experience, and
authenticity is key.’ – Kim
van Elkan, MD of Hornall
Anderson
The Grocer – Own label under fire, 16th April 2016
VALUE
Quality is absolutely
essential to own label.
Price should not be at
the expense of quality
if a grocer wants to
retain customers.
QUALITY
Infographic created by CPM
Source: Mintel:‘Private label food and non alcoholic drink’November 2015, Food Navigator: UK consumers think private label products
and national brands are the same, says Canadean – March 2013, IGD: Brands vs Private Label in food discounters – August 2015.