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Private Label 2019
BEYOND PRICE, CONSUMERS FIND VALUE IN PRIVATE BRANDS
Joan Driggs
Vice President, Content and Thought Leadership
November 2019
It’s about best value:Shoppers across generations and income groups in 2019 are much more price conscious across categories.Room for improvement:
It’s about best value:
Shoppers across generations and income groups in 2019 are much more price conscious across categories.
Room for improvement: Packaging image is a purchase barrier for millennial and Light Buyers. Beverages overall continue to be a challenge for growth.
It’s about quality:
Shoppers have very positive perceptions of private brands relative to manufacturer brands and a high level of trust in their stores’ private brands.
It feels good:
Private brands save money; my family likes them; I can serve to guests; they taste good and they work (efficacy).
It’s why I shop there:
Private brands have a growing influence on store choice.
Strong tailwind:
Virtually everyone is buying them and growth is outpacing manufacturer brands across generations and income groups.
With Recessionary Fears, the CCI Decreased by Almost 3 Points in Q3 2019 From Q2 2019 and Is on Par With Year Ago Sentiment
Consumer Connect Index
(Total)
105
100
100.0
97.5
97.0
96.4
99.0 98.6
96.8
97.3
99.5
98.7
97.6
98.2
97.9
100.7
97.6
95
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2016
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2019
2019
2019
Despite Trade Tensions, Consumers Feel Their Households’ Financial Health Is Better in Q3 2019
Consumer Financial Health
Total Population
My households financial health is good
My household is making ends
meet rather easily
51%
51%
51%
57%
Q3 2018 Q3 2019
Agree With Statement Source: IRI Consumer Connect?, Q3 2018 Q3 2019
The Struggle to Afford Groceries Eased in Q3 2019 vs. Q3 2018, and Middle and High Income HHs and Seniors are Easily Able to Afford Groceries
Households Easily Afford Needed Grocerie
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