| Objectives / Key Questions | How are consumers prioritizing spending on packaged goods relative to other spending choices?Who buys store brands packaged goods and why?How likely are consumers to continue buying store brands if the economy improves?What drives higher share of wallet for store brands in some categories?Which categories are most at risk from further store brand penetration?What can manufacturer brands do to win back share from store brands?Which retailers have the most effective store brand programs (penetration, satisfaction, and impact on shopper loyalty)? |
| Methodology | Survey of over 3,000 US adults representative of US Census population on age, gender, income, regionFieldwork took place in June 2013 |
| Scope | Study covers 60 major CPG categories in food [+], beverage [+], household [+] and personal care [+] productsStudy covers the 24 largest CPG retailers—supermarkets [+], drug stores [+], club stores [+] and dollar stores [+] |
| Content | Highlights report [+]Individual category reports [+]Retailer report [+] |
Included in Each Report
Highlights Report
- Likelihood of consumers economizing when buying CPG vs. other products/services
- Demographics of store brand buyers
- Motivations of store brand buyers
- Store brand share of wallet for each category
- Drivers of higher store brand share (60-category average)
- Quality perceptions of store brands in each category
- Which categories offer the most opportunity for manufacturer brands to win on non-price factors
- What manufacturer brands could do to win back consumers (60-category average)
- Which CPG retailers have the highest levels of store brand penetration
- Which CPG retailers have the highest levels of store brand buyer satisfaction and contribution to shopper loyalty
- Relative performance of “premium” store brands value-oriented store brands
- Implications for manufacturer brand owners, private label manufacturers, and CPG retailers
Category Reports
- Drivers of brand selection in category
- Store brand share by heaviness of category usage
- Motivations of category store brand buyers
- Motivations of category manufacturer brand buyers
- What manufacturer brands could to do to win back consumers in category
- Demographics of category store brand buyers
- Category-specific conclusions
Retailer Report
- Overall satisfaction scores among regular customers of each major retailer
- Impact of store brand program on satisfaction
- Demographics of store brand buyers at each retailer
Detailed Information
60 Major CPG Categories
Food Categories
| Bagged saladsBaking mixesBreadCanned vegetablesCerealChocolate candyCoffeeCookiesCooking oilCrackers | Frozen breakfastFrozen dinnersFrozen pizzaFrozen potatoesKetchupIce creamLunch meatMexican saucesNuts | PastaPeanut butterPotato chipsPretzelsSalad dressingSnack barsSoupSpicesTortilla chipsYogurt |
Beverage Categories
| Carbonated soft drinksBottled waterEnhanced water | Energy drinksIced teaMilk | Organic milkOrange juiceSports drinks |
Household Categories
| BatteriesBleachCat foodDiapers | Dish soapDog foodFacial tissueLaundry detergent | Liquid cleanersPaper towelsToilet tissueTrash bags |
Personal Care Categories
| Bar soapCosmeticsDeodorant | RazorsSanitary napkinsShampoo | Skin careToothbrushesToothpaste |
24 Largest CPG Retailers
Supermarkets
| AholdAlbertson’sAldiA&PFood LionHEBKroger | MeijerPublixSafewayShopRiteSuperValuTarget | WalmartWhole FoodsWinn Dixie |
Club Stores
- BJ’s
- Costco
- Sam’s Club
Drug Stores
- CVS
- Walgreen’s
Dollar Stores
- Dollar General
- Dollar Tree
- Family Dollar