How "sticky" is your private label?

How "sticky" is your private label?

Along with the rest of America, I turned to private label products when the budget got tight. I expected to marginally enjoy the cheaper versions of my favorite jams and canned veggies, but was surprised to find in many cases what I was buying was just as good if not better than the name-brand counterpart. Now, with a little more cash in my pocket, I could easily go back to my old-shopping ways but my habits and “brands” have changed. According to a new report from Stamford, Conn.-based Consumer Edge Research, I’m not alone.

The company’s online survey of more than 2,500 consumers determined what if any products consumers are sticking with post-recession. Items that came out on top include household staples such as milk (not organic), cooking oil, bleach, paper napkins, spices, liquid hand soap, canned vegetables, paper towels, cheese and garbage bags.

Meanwhile, energy drinks, wine, sports drinks, canned/bottled tea, spirits/liquor, soy milk, beer, and contraceptives showed the least staying power. Considering these items are largely tied to enjoyment and/or quality standards this makes sense. Still, for many consumers private label is a name brand and consumers are attributing value to it—Consider Whole Foods 365, for example. If you’re thinking about a line, get on board with any of the staples mentioned above. Sales may be slowing but it appears certainly not halting anytime soon.

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