Store Brands

Objectives / Key QuestionsHow 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)?
MethodologySurvey of over 3,000 US adults representative of US Census population on age, gender, income, regionFieldwork took place in June 2013
ScopeStudy 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 [+]
ContentHighlights 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 oilCrackersFrozen breakfastFrozen dinnersFrozen pizzaFrozen potatoesKetchupIce creamLunch meatMexican saucesNutsPastaPeanut butterPotato chipsPretzelsSalad dressingSnack barsSoupSpicesTortilla chipsYogurt

Beverage Categories

Carbonated soft drinksBottled waterEnhanced waterEnergy drinksIced teaMilkOrganic milkOrange juiceSports drinks

Household Categories

BatteriesBleachCat foodDiapersDish soapDog foodFacial tissueLaundry detergentLiquid cleanersPaper towelsToilet tissueTrash bags

Personal Care Categories

Bar soapCosmeticsDeodorantRazorsSanitary napkinsShampooSkin careToothbrushesToothpaste

24 Largest CPG Retailers


AholdAlbertson’sAldiA&PFood LionHEBKrogerMeijerPublixSafewayShopRiteSuperValuTargetWalmartWhole FoodsWinn Dixie

Club Stores

  • BJ’s
  • Costco
  • Sam’s Club

Drug Stores

  • CVS
  • Walgreen’s

Dollar Stores

  • Dollar General
  • Dollar Tree
  • Family Dollar