Trace One Debuts Consumer Confidence Survey

To give grocery retailers and manufacturers direct access to the voice of the consumer, Trace One recently conducted a survey to discover how shoppers feel about private label products. The full report will be available at Trace One’s booth (#303) at the Global Food Safety Conference in Houston, February 27-March 2.

Conducted among 2,000 consumers from eight countries, including Germany, UK, Spain, France, Denmark, Italy, U.S. and Canada, the survey revealed that 44% of consumers said they don’t buy private brands because they trust national brands more.

“Our survey findings tell retailers and manufacturers that they must prioritize their efforts to improve consumer confidence in their brands and private label products,” said Shaun Bossons, Chief Revenue Officer, Trace One. “Overall, consumers have positive sentiments toward private label, but mixed reviews when it comes to trust and safety, which signify opportunities for retailers and manufacturers to work together to find solutions.”

The report reveals consumers’ opinions on the strengths and weaknesses of private label products. Key findings include:

  • 80% of respondents say private label products meet their expectations.
  • However, only 23% of consumers completely trust the safety of the private brands they consume.
  • When asked who is more responsible for store brand foods quality and safety, 46% of respondents said the manufacturer and 34% said the retailer.
  • The report also includes tips for how retailers and manufacturers can build trust, improve product safety perceptions, and boost loyalty and referrals.

This is the second of three reports, all of which summarize the survey results and provide practical tips to help retailers respond to consumers’ needs, increase sales and loyalty, and boost store traffic. To obtain a copy of the survey report, visit Trace One’s booth (#303) at the Global Food Safety Conference.

Bossons will also present a Tech Talk titled, “Driving Retail Collaboration through Technology,” on February 28 at 2:45 p.m. at the Global Food Safety Conference. The presentation will review the challenges retailers and suppliers face in collaborating throughout the private label development process, and how technology can improve this.

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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.