“In the just completed shopper research on private label usage conducted by Perception Research Services (PRS), fewer shoppers reported purchasing private label products on a regular basis, compared to the last wave of research conducted in July 2010 (84 percent vs. 94 percent), but those buying private label goods are buying more of it (average number purchased up 25 percent from 4.8 to 6),” reports Consumer Goods Technology.
Paper products continues to be the leading private label category purchased, with increases evidenced across almost all categories, and the largest seen for cereal (+20 percent), cleaning products (+19 percent)
“The data suggests that while the penetration of private label usage may have peaked, a significant portion of ‘triers’ have been converted to ‘believers’ who now choose the private label alternative for more types of products.”
Indeed, national brands will have to do a lot to now tempt those customers back. And might I suggest that any changes or strategies implemented for such an outcome have nothing to do with package design or messaging? To pay more, consumers are going to need an experience, not just a product. Generic brands don’t give this at all, and right now, national brands don’t either. But this is one area where the national brand is poised to be able to make a bigger impact because of all the history and meaningfulness surrounding their products.
Think of your product and your marketing campaigns as a complete experience for the customer and you may just be able to beat private label in the ring.