How Grocery Shoppers Shop – Private Brand?

grocery shoppingIn today’s world of connected shopping, consumer behaviors can change quickly, and in multiple ways. That’s as true for grocery shopping as other types, so recently Blackhawk Engagement Solutions conducted a survey of 1,545 US respondents to find out how they search, compare and purchase groceries. The results suggest a picture of smart grocery shoppers well prepared, arriving at the store knowing exactly what they’re going to purchase and why. The why is value. And not surprisingly consumers’ greater acceptance of private brands is changing the price/value equation for all brands. 72% of surveyed U.S. consumers believe store brands are as good as national brands.

The study indicated that price is far and away the decisive factor in grocery shopping, while three-quarters of respondents describe themselves as “budget” or “discount” shoppers. Always seeking the very best deal they can find, shoppers demonstrate a ready acceptance of store brands, and a strong preference for rebates for both individual and bundled purchases over instant coupon savings.

Other insights from the survey:

  • 58% actively look for deals and promotions before going to the store
  • 68% always use deals, promotions and coupons, and the rest do sometimes
  • Shoppers prefer grocery store apps over third-party savings apps by a large margin
  • 60% consider themselves loyal to a particular grocery store

Take a closer look at the survey.

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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.