This past week mobile audits and research firm Field Agent released its latest report, Brand New World: Exploring the Critical Issues Facing Today’s Brands. Developed using surveys answered by thousands of shoppers on Field Agent’s mobile research platform the report takes an intense, data-driven look at the contemporary branding landscape.

This report examines shoppers’ attitudes toward:

  • Private brands versus name brands
  • Online private brands
  • Private brand-centric Aldi
  • Brand loyalty and brand-switching

The report also contains several “buy and tries,” in which a handful of shoppers buy, try, and rate two competing brands along several dimensions. 

Although the report adopts the traditional and clichéd notion that CPG brands are national brands and retailer-owned brands are something less, it presents an interesting look at shoppers and their perceptions.

Perhaps most interesting is the “What’s really in the cart?” section that uses the mobile technology to look at what’s in a shopper’s cart as well pictures of pantries in real homes.

I would love to see a deeper dive into organic the charts contained in the report are intriguing enough to inspire more questions. Not the least of which is how are Simple Truth ($1b), Natures Promise/Place (1$b), O organic (1.4b) and the other larger private brands performing. It is time to break out of the large bucket of private label and discuss the actual performance of the BRANDS.

Download the Report.

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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.