44% of Shoppers Prefer Private Label Products

CHICAGOThe private label segment continues to experience market growth with 44 percent of grocery shoppers saying store brand products are of better quality today than they were five years ago, according to new research from market researcher Mintel.

The findings reveal 34 percent of survey respondents identify themselves as the primary grocery shopper of their households and dont feel like theyre giving up flavor or prestige by using store brands. Only 19 percent believe its worth paying more for name brand products. Additionally, 39 percent would recommend a store brand product.

With the exceptions of drinks and personal care products, most consumers believe private label options are of equal quality to nationally-branded products," said Fiona ODonnell, senior analyst at Mintel. The lack of perceived difference can be attributed, in part, to the fact that many retailers have introduced premium private label products in recent years that rival their branded counterparts in flavor and nutritional value, as well as the packaging design and shelf placement."

According to Mintel, 62 percent of consumers believe theres no difference in quality between name and store brand dairy products. Similarly, 61 percent claim there is no difference when it comes to canned or shelf-stable food products, and 56 percent think private label and name brand household cleaners are of equal quality. The findings reveal 60 percent of primary grocery shoppers usually or sometimes purchase private label bread or baked goods, and 58 percent usually or sometimes purchase store brand cheese.