 Consumers see store brand quality as improving, but wide disparities exist between categoriesStore brand quality may be improving, but which product categories have the highest and lowest store brand quality?
STAMFORD, Conn. - Sept. 12, 2013 - PRLog -- In a recent survey by Consumer Edge Insight, respondents were asked about their usage and impressions of store brands across 60 different packaged good categories (including food, beverages, personal care, and household product categories) and across more than 20 different retailers. Respondents were asked to explain how they choose between buying a store brand and buying a manufacturer brand, and their perceptions of store brand quality, in up to five product categories that they purchase regularly.
Across all 60 categories, store brands showed signs of gradually improving quality compared to 2012, when Consumer Edge Insight conducted an identical survey. In 2013, 22% of store brand buyers chose a store brand because it was “high quality”, compared to 19% of store brand buyers in 2012. Store brand buyers in 2013 were slightly more likely to say those a store brand because it offered the best taste, 19% vs. 17%. And store brand buyers in 2013 were less likely to choose a store brand due to its low price, 56% vs. 60% in 2012, although it still remains the most popular reason for buying store brands. However, perceptions of store brand quality vary widely across the product categories. The category where consumer perceptions of store brand quality is the highest was non-organic milk, with 41% of category shoppers saying that store brands offer “just as good” quality as manufacturer brands. Plain bottled water was the second-highest scoring category with 38% of category shoppers saying store brand quality was comparable to manufacturer brands. The category with the weakest perceptions of store brand quality was toothpaste, where just 9% of category shoppers saying that store brands offer just as good quality as manufacturer brands. Chocolate candy was the second-lowest scoring category with 10% of category shoppers saying store brand quality was comparable to manufacturer brands. “While store brand quality is gradually improving overall, we still see a wide disparity at a category-level” The survey these conclusions are based on was in fielded in July 2013 among a sample of 3,191 adults who were nationally representative of the US population in terms of age, gender, income, region, race, and Hispanic origin. For information about how to subscribe to the full report, please contact David Decker, President of Consumer Edge Insight, at ddecker@consumeredgeinsight.com or by phone at 203-504-7558. About Consumer Edge Insight: Consumer Edge Insight is a market research and consulting firm that helps companies and investors that want to have deeper insight into how consumer behavior is changing around the world and how to profit from those changes. We help companies monitor key trends and develop strategies to enhance shareholder value. We help institutional and private equity investors make better investments by identifying which companies are most likely to prosper in the future and tracking company performance. To learn more, please visit www.consumeredgeinsight.com End
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