GfK Custom Research grocery Nielsen PLMA

Who Is Today’s Private Brand Shopper? PLMALive!

This month’s edition of PLMALive! The video magazine from the Private Label Manufacturers Association, “Who Is Today’s Primary Shopper?” The piece takes a look at the challenge of understanding today’s primary consumer. That’s why PLMA commissioned GfK Roper to survey consumers themselves and find out who is actually doing the shopping. Jodi Daley and PLMA president Brian Sharoff follow the trail with special interviews with James Russo, Sr. Vice President, Global Consumer Insights at Nielsen and Bryan Gildenberg, Chief Knowledge Officer at Kantar Retail.


GfK Custom Research PLMA

Families Save with Private Brand.


Market Basket Analysis Shows Savings Continue for Consumers Buying Store Brands

Supermarket shoppers continue to reap sizeable savings on products throughout the store when choosing the retailer\’s brand, but it also seems the price difference vs. national brands is not their only motivation.

Despite an increase in couponing and price promotion by national brands, the latest market basket research by the Private Label Manufacturers Association documents that shoppers can still lop 30% off their grocery bill by purchasing store brand products in their weekly trips to the supermarket. The savings were virtually identical by percentage to results from a similar study released by PLMA four months earlier.

Meanwhile, a recent poll of consumers shows that the quality of store brand products is a big factor in convincing shoppers to keep buying them. In a survey by GfK Custom Research North America, 9 in 10 shoppers agreed that the store brand products they buy are as good as or better than national brand products, and the same percentage said they will keep buying store brand products after the recession ends.

Conducted over a six-week period, the research on consumer savings tracked prices on 42 basic grocery and household items at a typical supermarket. The results indicate that consumers buying the store brand would save $40.91, on average, on the total market basket, representing savings of 30% when compared to weekly purchases of national brands in the same categories.
Products comprising the typical market basket included staple food items like breakfast cereal, peanut butter and orange juice, in addition to non-foods such as bathroom tissue, paper towels, aspirin and mouthwash. A number of seasonal items such as hot dogs and rolls, pickles, iced tea mix, barbecue sauce, bagged salad, charcoal, aluminum foil, and paper plates were also tracked for the study.

In total, 31 of the 42 food and non-food items PLMA examined saved consumers more than 20% off their grocery bills. In 23 categories – more than half of those tracked – the savings exceeded 30%, and nine of the products saved shoppers over 40%.

PLMA\’s 6-week price comparison research was conducted in a typical suburban supermarket located in the northeast. The survey was repeated on a weekly basis during the 6-week period from April 18, 2009 through May 23, 2009.

A market basket featuring 42 frequently purchased products from both food and non-food categories was used. A leading national brand product was compared to a similar store brand product in each category and prices were adjusted to account for all known discounts, coupons and promotions available for each of the weeks included in the study.

The Private Label Manufacturers Association is the industry trade association devoted exclusively to store brands. Founded in 1979, PLMA today represents over 3,000 companies who are involved in the manufacture and distribution of store brand products. The products supplied by PLMA members include food, beverages, snacks, health and beauty aids, over-the-counter drugs, household cleaners and chemicals, outdoor and leisure products, auto aftercare and general merchandise.


7-Eleven Brandweek GfK Custom Research NPD Valero

Private Brand Gets More Convenient.

\"7select\"This week Brandweek published a Private Brand story that included convenience store operators – 7-Eleven & Valero. They referenced much of the research that has been published in the last few month. Including the NPD Group report \”Private Label Perceptions, Usage Patterns and Intentions” and the report from GfK Custom Research North America for the Private Label Manufacturers Association.

Private Label Programs Take Off
Recent research on a number of fronts all point in one direction: difficult economic times have bolstered the rollout and expansion of many retailers\’ private label lines — including c-store operators.

According to The NPD Group\’s \”Private Label Perceptions, Usage Patterns and Intentions,\” 24 percent of all food and beverages served in American homes last year were store brands, up from 18 percent in 1999. Today, 97 percent of all households consume private label foods on a regular basis.

\”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 added: \”Furthermore, we do not hide private label foods as an ingredient or as an additive to another dish. Today over half of all store brand food eatings are the end dish.\”

Price and value are the chief reasons consumers purchase private label or store brands, according to an NPD survey of grocery shoppers. Most respondents, however, also feel the quality of store brands is often equal to, or in some cases better than, name brands. Users of private label foods and beverages span all income levels and demographic profiles, according to the report.

Read more of Private Label Programs Take Off

GfK Custom Research Marketing Management Inc (MMI) PLMA

91% of shoppers will keep buying Private Brand Post Recession

Not long ago I wrote abou this report from the PLMA. It is certainly promising research for the future of Private Brand. Take a look and let me know what you think.

91% of Shoppers Will Keep Buying Store Brands after Recession Ends

\"PLMA_Store_Brands_and_the_Recession2\"NEW YORK − New consumer polling data shows that an overwhelming majority of U.S. supermarket shoppers will continue purchasing store brand products after the recession is over.

A poll conducted this month by GfK Custom Research North America for the Private Label Manufacturers Association reports that 91% of shoppers say they will keep buying store brand products after the recession ends. Conversely, only 8% of the consumer polled said they will stop buying these products.

The quality of store brand products is a big factor in convincing shoppers to keep buying them. The GfK poll found that 9 of every 10 shoppers agree that the store brand products they buy are just as good as, or better than, national brand products.

This positive experience makes shoppers eager for an even greater assortment of store brand products from which to choose. Nearly half of consumers polled said they wanted their supermarket to carry a greater assortment of private label products.

GfK found that the recession is still having a big impact on shoppers:

  • Nearly three-fourths (74%) of them say the recession is an important factor in their decision-making.
  • Well into the recession, shoppers are still switching to store brands. The poll found that 35% of shoppers are trying store brand products in categories where they had previously only purchased national brand items.
  • More than 3 of every 10 shoppers say they are now buying more store brand products than the were a year ago.

These are some of the results included in PLMA’s ongoing study, “Store Brands and The Recession,” based on GfK’s nationwide poll of nearly 800 main household grocery shoppers.

This latest research in the study was co-sponsored by Marketing Management Inc., Ft. Worth, Texas, a sales and marketing company that specializes in store brands.

PLMA has published a series of reports on store brands every five years since the early 1980s.  The last was conducted by the Ipsos-MORI organization in 2006.

The full report can be downloaded at