Thirty-nine percent of respondents who identify themselves as the primary grocery shopper of their household say they would recommend a store brand product. Meanwhile, 34% say they don’t feel like they’re giving anything up (such as flavor or prestige) by using store brands. Only 19% believe it’s worth paying more for name brand products.
“With the exceptions of drinks and personal care products, most consumers believe private-label options are of equal quality to nationally-branded products,” said Fiona O’Donnell, senior analyst at Mintel. “The lack of perceived difference can be attributed, in part, to the fact that many retailers have introduced premium private label products in recent years that rival their branded counterparts in flavor and nutritional value, as well as the packaging design and shelf placement.”
Private-label brands are overcoming the stigma once associated with generic products, O’Donnell added. “Even though the recession has ended, and consumers may be in a better position financially to return to name brands, it’s likely that many will continue to buy store brand staples that are of equal quality,” she said.