71% see no difference between brands and own label products
71% of shoppers now say that they see little or no difference between brands and own label products, a survey carried out by marketing firm Haygarth has found.
The research found that 60% say they are buying more own label products than they did two years ago, with only 8% saying they would reject an own label product.
Tesco’s Finest and Tesco Value ranges topped the poll asking shoppers to name their favourite supermarket own label products. Sainsbury’s Taste the Difference and Basic ranges were ranked as shoppers’ second choice whilst Waitrose’s Value and own brand labels ranked bottom in both the premium and value ranges.
Heinz Baked Beans came out on top as the brand that consumers ‘would never sacrifice’ for supermarket own label, followed closely by Gillette razors, Walkers crisps, Heinz tomato ketchup and Kellogg’s cereals.
Haygarth’s shopper behaviour study is based on both qualitative and quantitative research carried out amongst over 2000 consumers, and was carried out in partnership with specialist shopper research agency Retail in Action and YouGov.
Anthony Donaldson, head of planning at Haygarth, said: “Our research has highlighted the growing competition that brands now face. The onslaught from retailers’ own label has forced many traditional brands to re-evaluate their appeal to consumers.
“The clever brands that remain in the nation’s psyche, such as Heinz, Walkers and Kellogg’s have been consistent in their communications and re-expressed the values that have made them so popular in the past.
“To compete with the ever popular supermarket own label market, households brands need to focus on the emotional reasons why people buy, renew their focus on clear messaging and provide inspiration for their customers”.