Shoppers Choose Private Brand.

This article from the Chatanooga Times Free Press features a great snapshot of Private Brand today along with insight from yours truly.

More shoppers choosing stores’ private label groceries

There’s a battle raging in the aisles of supermarkets in Chattanooga and across the nation as brands fight to make it to the kitchen tables of American families.

And as the country climbs its way out of an economic slump, checkout lanes nationwide are seeing a shift in consumer spending.

Economic conditions are playing a role in 75 percent of shopper decisions on brands, according to GfK Custom Research North America. To save money, 62 percent of consumers are branching out and trying private labels, saving $21 billion as a result, according to the Private Label Manufacturers Association.

“I’m shopping more by the store flyers and buying more of the Southern Home dairy products, side dishes and juices,” said Jessica Thomas, of Chattanooga, who often shops at area Bi-Lo supermarkets, which carry Southern Home as one of the chain’s private label brands.

The willingness of the customer to try private labels creates a unique opportunity for supermarkets, according to Chris Durham with My Private Brand, an industry blog on private labels.

“Their goal is to get it in your mouth and show you the price because they think between taste and price that creates value and you’ll purchase,” he said.

Read the entire story.

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Christopher Durham

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.