Store Brands Get High Marks for Quality, Innovation

May 4, 2012

ipsos-attitudes-to-store-brands-may2012.jpgA significant proportion of US consumers believe that store brands are equal to or even better than national brands in several key areas, including ones traditionally seen as national brand differentiators, finds Ipsos in May 2012 survey results. For example, while a somewhat unsurprising 9 in 10 said that store brands compare equally or favorably to national brands in terms of value for the money, 7 in 10 also said that store brands were either better than or about the same as national brands for offering high-quality products. Similarly, most respondents said that store brands were on equal or better footing when it comes to offering products they trust (78%) and offering innovative products (67%).

Favorable Attitudes Slip in US

Comparing the results of the latest survey (fielded in late 2011) with results from surveys conducted in late 2009 and 2010, it appears that attitudes towards store brands are relatively constant from 2010, but slightly down in some areas from 2009. For example, while 86% of respondents to the 2009 survey said that store brands compared equally or favorably to national brands in offering home products that work well, that proportion dropped to 80% among 2011 respondents. Other attributes seeing a drop include: providing a good value for the money (90% vs. 93%); offering products that are convenient to use (90% vs. 94%), offering environmentally-friendly products (80% vs. 88%); offering trusted products (78% vs. 83%); and offering high-quality products (70% vs. 77%).

On a global level, though, the story is different: from 2010 to 2011, store brands gained ground in some key areas including quality, innovation, uniqueness, and packaging.

Private Label Food Use Up; Satisfaction Down

Meanwhile, according to a May 2012 report from The NPD Group, the number of US consumers using private label food and beverage products continues its steady growth, with private label’s share of household servings reaching 27% in 2011, representing 50% growth from 18% in 2000 and 2001. Despite this increasing use, though, satisfaction with private label foods is down, having dropped 25% from 32% of respondents in 2009 to 24% in 2011.

Data from the Ipsos study indicates that US consumer attitudes towards store brands have remained relatively steady from 2009 through 2011 when it comes to offering food products that taste good. This year, 79% indicated that store brands compared well with national brands on this area, compared to 78% in 2010 and 80% in 2009.

Other Findings:

  • 56% of respondents to the 2011 Ipsos survey said that store brands compare well with national brands when it comes to having appealing packaging, down from 58% in 2010 and 61% in 2009.
  • 63% of the 2011 survey respondents rated store brands as comparable to, or better than, national brands for offering unique products, up from 62% in 2010, but down from 68% in 2009.
  • Data from The NPD Group report indicates that less then one-quarter of US consumers intend to purchase more private label foods compared to a year ago, down from 34% who felt that way in 2009.

About the Data: Ipsos interviewed 18,754 adults between December 6 and December 19, 2011. Their answers to the same question were compared to those of 17,146 adults interviewed between December 10 and December 20, 2010 and 19,555 adults interviewed between November 4, 2009 and January 13, 2010 in the same countries. The countries included Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Mexico, Poland, Russia, South Korea, Spain, Sweden, Turkey and the United States of America.

For the US data, the sample size was 1,032 in 2011, 1011 in 2010, and 1129 in 2009.

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