70% Highly Satisifed With Private Brand

Giant Prive Label Juices

In a post late yesterday Consumer Reports Blogger Tightwad Todd reported that a “New survey reaffirms what we’ve been saying about store brands” He goes on to discuss the NPD survey I blogged about last week “25% of All Americans Buy Private Brands” quoting the press release from NPD:

“There is no question that private label foods have become an integral part of American life,” said Harry Balzer, chief industry analyst at NPD and author of Eating Patterns in America.

He goes on to say:

In our just-released Supermarket Ratings report, 66 percent of respondents told us that they’d bought store-brand products in the past month. Overall, 70 percent said they were highly satisfied with the quality of store brands they’d purchased.  Increasingly, stores are putting their own names on prepared meals, cold cuts, baked goods, fancy sauces, and organic goods in addition to the usual canned fruit, frozen veggies, and paper towels. Over the years, Consumer Reports’ tests have found many store brands to be at least as good as national brands. So if you haven’t tried store brands before, now’s as good a time as any. Best of all, most come with a satisfaction guarantee. If you don’t like what you buy, bring it back for a refund.

Over the last few years Consumer Reports has consistently recognized private label products and this report simply reaffirms that.

private label, store brand

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.