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Private Label Foods: What's Driving Purchase? - US - February 2015

Private Label Foods: What's Driving Purchase? - US - February 2015


“Improvements made to the quality and varieties of store brand foods have not gone unnoticed by consumers. However, there is opportunity to increase category participation among older consumers, and to introduce more premium product lines featuring organic, non-GMO, and/or vegetarian products which consumers feel are lacking in the current market.”

Amanda Topper, Food Analyst

This report answers the following questions:

Are shoppers' perceptions of store brands improving?
Where are key areas to grow the category?
How can retailers boost purchase among older shoppers?


SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The consumer
Nearly all shoppers buy store brand foods
Figure 1: Percentage of store brand foods purchased, November 2014
Value, product origin most influential product features
Figure 2: Influential packaging features, top five, November 2014
Price, quality, and ingredients similar to name brand most important
Figure 3: Factors considered when purchasing store brand food products, by gender, top five, November 2014
More diverse store brand purchases post-recession
Figure 4: Behaviors related to store brand food products, by percentage of store brand foods purchased, top five, November 2014
Establishing trust vital to store brand food purchases
Figure 5: Attitudes toward store brand food products – Any agree, top five, November 2014
What we think
ISSUES AND INSIGHTS
Are shoppers’ perceptions of store brands improving?
The facts
The implications
Where are key areas to grow the category?
The facts
The implications
How can retailers boost purchase among older shoppers?
The facts
The implications
TREND APPLICATION
Trend: Patriot Games
Trend: Without a Care
Trend: Prove It
INNOVATIONS AND INNOVATORS
Figure 6: Percentage of private label food product launches within top 10 food categories, 2009-14*
Figure 7: Private label food product launches, by launch type, 2009-14*
Better-for-you
Figure 8: Private label food product launches, by top 10 product claims, 2009-14*
Clean label
Premium and gourmet
A look inside
PERCENTAGE OF STORE BRAND FOODS PURCHASED
Key points
Nearly all shoppers buy store brand foods
Figure 9: Percentage of store brand foods purchased, November 2014
Youngest generation highest store brand food purchasers
Figure 10: Percentage of store brand foods purchased, by generations, November 2014
Opportunity to reach mid-tier households
Figure 11: Percentage of store brand foods purchased, by household income, November 2014
ATTRIBUTES ASSOCIATED WITH STORE BRAND FOOD PACKAGING
Key points
Positive perceptions of Great Value brand
Figure 12: Attributes associated with store brand food packaging, November 2014
Consumers identify store brands based on simplicity, lack of promotion
Room for taste, packaging, promotion improvement
INFLUENTIAL PACKAGING FEATURES
Key points
Value, product origin most influential
Figure 13: Influential packaging features, by age, November 2014
Name brand similarities most important for increasing purchase
Figure 14: Influential packaging features, by percentage of store brand foods purchased, November 2014
FACTORS CONSIDERED WHEN PURCHASING STORE BRAND FOOD PRODUCTS
Key points
Price, quality, and ingredients similar to name brand most important
Figure 15: Factors considered when purchasing store brand food products, by generations, November 2014
Figure 16: Factors considered when purchasing store brand food products, by gender, November 2014
Figure 17: Factors considered when purchasing store brand food products, by presence of children in household, November 2014
Store rewards important to high purchasers
Figure 18: Factors considered when purchasing store brand food products, by percentage of store brand foods purchased, November 2014
BEHAVIORS RELATED TO STORE BRAND FOOD PRODUCTS
Key points
More diverse store brand purchases post-recession
Figure 19: Behaviors related to store brand food products, by age, November 2014
Figure 20: Behaviors related to store brand food products, by presence of children in household, November 2014
Word of mouth important to both high and low purchasers
Figure 21: Behaviors related to store brand food products, by percentage of store brand foods purchased, November 2014
ATTITUDES TOWARD STORE BRAND FOOD PRODUCTS
Key points
Establishing trust vital to store brand food purchases
Figure 22: Attitudes toward store brand food products – Any agree, by generations, November 2014
Figure 23: Attitudes toward store brand food products – Any agree, by household income, November 2014
Figure 24: Attitudes toward store brand food products – Any agree, by percentage of store brand foods Purchased, November 2014
RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to be high purchasers
Figure 25: Percentage of store brand foods purchased, by race/Hispanic origin, November 2014
Figure 26: Factors considered when purchasing store brand food products, by race and Hispanic origin, November 2014
Hispanics buying more store brands, loyal to certain retailers
Figure 27: Behaviors related to store brand food products, by race and Hispanic origin, November 2014
Figure 28: Attitudes toward store brand food products – Any agree, by race/Hispanic origin, November 2014
CONSUMER SEGMENTATION
Figure 29: Private label food buyer clusters, November, 2014
Group one: Private Label Lovers
Group two: Occasional Purchasers
Group three: Health-Conscious Shoppers
Cluster characteristic tables
Figure 30: Target clusters, November 2014
Figure 31: Influential packaging features, by target clusters, November 2014
Figure 32: Factors considered when purchasing store brand food products, by target clusters, November 2014
Figure 33: Behaviors related to store brand food products, by target clusters, November 2014
Figure 34: Attitudes toward store brand food products – Any agree, by target clusters, November 2014
Figure 35: Percentage of store brand foods purchased, by target clusters, November 2014
Cluster demographic table
Figure 36: Target clusters, by demographics, November 2014
Cluster methodology
APPENDIX — OTHER USEFUL CONSUMER TABLES
Percentage of store brand foods purchased
Figure 37: Percentage of store brand foods purchased, by gender, November 2014
Figure 38: Percentage of store brand foods purchased, by age, November 2014
Figure 39: Percentage of store brand foods purchased, by region, November 2014
Figure 40: Percentage of store brand foods purchased, by presence of children in household, November 2014
Figure 41: Percentage of store brand foods purchased, by race/Hispanic origin, November 2014
Influential packaging features
Figure 42: Influential packaging features, by presence of children in household, November 2014
Figure 43: Influential packaging features, by race and Hispanic origin, November 2014
Factors considered when purchasing store brand food products
Figure 44: Factors considered when purchasing store brand food products, by age, November 2014
Figure 45: Factors considered when purchasing store brand food products, by region, November 2014
Figure 46: Factors considered when purchasing store brand food products, by household income, November 2014
Behaviors related to store brand food products
Figure 47: Behaviors related to store brand food products, by gender, November 2014
Figure 48: Behaviors related to store brand food products, by generations, November 2014
Figure 49: Behaviors related to store brand food products, by region, November 2014
Figure 50: Behaviors related to store brand food products, by household income, November 2014
Attitudes toward store brand food products
Figure 51: Attitudes toward store brand food products – Any agree, by gender, November 2014
Figure 52: Attitudes toward store brand food products – Any agree, by age, November 2014
Figure 53: Attitudes toward store brand food products – Any agree, by region, November 2014
Figure 54: Attitudes toward store brand food products – Any agree, by presence of children in household, November 2014
APPENDIX — TRADE ASSOCIATIONS
Food Marketing Institute (FMI)
Grocery Manufacturers Association (GMA)
Private Label Manufacturers Association (PLMA)
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

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