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* Private Label vs. Brands – The Shopper Perspective 29/05/2009 *
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Private Label vs. Brands – The Shopper Perspective  

The views of shoppers in Great Britain and Western Europe of private label products, and how manufacturer brands compare, in the current recessionary environment

  

The recession is causing shoppers to break from their established routines and to seek out both value, and values. They are re-evaluating their perceptions of private label and brands, and changing their shopping habits accordingly - and for many, these new habits will stick.

IGD has spoken to thousands of shoppers across four key western European markets (France, Germany, Great Britain and Spain) to understand what they really think about both private label and branded products and to discover what is driving their shopping behaviours.

This new report provides practical shopper insights that are essential for all grocery businesses.
 
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Private Label vs. Brands – The Shopper Perspective will help you to:

Identify how shoppers are adapting their purchasing behaviour between brands and private label products, and whether these changes are temporary or permanent 

See what is currently making shoppers buy either brands or private labels

Understand what shoppers want brands and private label products to deliver in a recession

Explore shoppers’ quality perceptions of the various private label tiers and how they compare against branded products

Compare shoppers in France, Germany, Great Britain and Spain

 
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EXECUTIVE SUMMARY
  • Key findings
  • Implications
RESEARCH OBJECTIVES AND KEY QUESTIONS
  • Research methodology
HOW IS THE RECESSION CHANGING SHOPPER BEHAVIOUR?
  • Impact of the recession on British food shoppers
  • Impact on British shoppers if the recession worsens
  • Impact of recession on shoppers in western Europe
WHAT IMPACT IS THE RECESSION HAVING ON PRIVATE LABEL AND BRANDED RANGES?
  • Private label development across Europe
  • Are British shoppers buying more private label or brands?
  • More private label or brands by shopper type
  • Are European shoppers buying more private label or brands?
  • Is this trend solely driven by the recession?
  • What are the triggers for buying more private label?
  • Reasons for changing to private label for good
  • Impact of shopper mission on private label purchase
WHAT DO SHOPPERS THINK OF PRIVATE LABEL?
  • Strengths of private label products (GB)
  • Strengths of private label by European market
  • British shoppers' weaknesses of private label
  • Shoppers' suggested improvements to private label (GB)
SHOPPER PERCEPTIONS OF PRIVATE LABEL QUALITY
  • Perceptions of private label quality vs. brands (GB)
  • Why do British shoppers perceive parity of quality?
  • Reasons for shoppers not perceiving parity of quality
  • Perceptions of private label quality by European market
  • British shoppers' perceptions of private label quality development
  • Perceptions of private label quality development by market
  • Do British shoppers see quality differences between retailers?
  • Comparing quality between retailers by European market
  • Do British shopper attitudes differ by category?
WHAT DO SHOPPERS SEE AS THE ROLE OF BRANDS?
  • Strengths of brands for British shoppers
  • British shoppers are looking for both value and values
  • Strengths of brands for European shoppers
  • Strengths of private label and brands compared (GB)
  • What is currently making shoppers buy more branded products?
  • British shoppers' suggested improvements to brands
RANGING AND MERCHANDISING CONSIDERATIONS
  • Balance of private label and branded products in-store
  • Preferred in-store balance by British shopper type
  • Do British shoppers have enough private label choice?
  • Perceived differences between private label ranges (GB)
  • Other reasons for British shoppers liking, or disliking, the choice
  • Do European shoppers have enough private label choice?
KEY INSIGHTS AND IMPLICATIONS
 
APPENDIX
  • Quantitative research methodology
  • National survey
  • Qualitative research methodology
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This report is available as part of ShopperVista, IGD’s online Shopper Insight subscription service. To access this research or to find out more, please log-in here
 
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