Confidence in Private Label is High

Across the store, consumers give their supermarket’s own brand products high marks. When asked to express the level of confidence they have with private label products in a variety of food and non-food categories, they responded as follows: toilet/ kitchen paper (51% said they were “very confident” in their supermarket’s own brands”), fresh products (47% were “very confident”), shelf-stable food (43%), cleaning products (43%), frozen food (42%), beverages (40%), ready meals (31%), and cosmetics (27%).

Among countries, Dutch consumers expressed the highest degree of confidence in own brands across the board: toilet/kitchen paper (64% were “very confident”), fresh, 62%; cleaning products, 57%; frozen, 55%; beverages, 53%; ready meals, 44%; and cosmetics, 37%.

Confidence in a product relies on the perception of quality, value and performance, among other qualities. What level of confidence do you have in your supermarket’s own brand for the following?

I am “very confident” in supermarkets’ own brand products in ....

ALL COUNTRIES TOTAL 47% Fresh Products 42% Frozen Food 40% Beverages 31% Ready Meals

Confidence in a product relies on the perception of quality, value and performance, among other qualities. What level of confidence do you have in your supermarket’s own brand for the following?

I am “very confident” in supermarkets’ own brand products in ....

ALL COUNTRIES TOTAL 51% Toilet/ Kitchen Paper 43% Cleaning Products 27% Cosmetics

When asked about a number of health-oriented product attributes and features, consumers expressed strong satisfaction with the availability and variety of their main supermarket’s own brands when it comes to those qualities. For example, they rated their favorite store’s own brands highly on healthy (68% said the products were “good to excellent” on availability and variety), natural food (63%), sustainable packaging (59%), organic (58%), plant-based (56%), free from (53%), and vegan/vegetarian (50%).

On other qualities and characteristics, respondents gave their supermarkets’ own brands equally strong endorsements. For example, 74% said the products were “good to excellent” on value for money. Other high marks were for low price (70%), national/regional variety (65%) easy to recycle (62%) and natural cosmetics and detergents (53%). How do you rate your main supermarket’s own brands for availability and variety in the following products?

“GOOD TO EXCELLENT”

74%

VALUE FOR MONEY

7o%

LOW PRICED

62%

EASY TO RECYCLE 53%

NATURAL COSMETICS/ DETERGENTS