Trend Truth: Will Store Brand Sell?


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Online survey data from FGI Research indicates that 35% of consumers are buying more store brands now than they did a year ago.

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Trend Truth: Will Store Brand Sell?

  1. 1. TrendTruth: Will “Store Brand” Sell? SmartPanel survey shows that 35% of consumers buy more store brand items compared to last year.
  2. 2. “Store brands” have a reputation… but it’s not what you think.
  3. 3. <ul><li>&quot;The quality of store brand products is just as good as name brand.&quot; </li></ul><ul><ul><li>43% agree somewhat </li></ul></ul><ul><ul><li>22% strongly agree </li></ul></ul><ul><li>&quot;Store brand products are an excellent value for the money.&quot; </li></ul><ul><ul><li>43% agree somewhat </li></ul></ul><ul><ul><li>36% strongly agree </li></ul></ul><ul><li>97% think “store brands cost less than name brands” </li></ul>
  4. 4. Store Brand Groceries Fare Best <ul><li>&quot;Store-brand food products are just as nutritious as name-brand.&quot; </li></ul><ul><ul><li>38% agree somewhat </li></ul></ul><ul><ul><li>42% strongly agree </li></ul></ul><ul><li>&quot;I have no problem serving store-brand food products to guests.&quot; </li></ul><ul><ul><li>43% strongly agree </li></ul></ul><ul><ul><li>36% somewhat agree </li></ul></ul><ul><li>&quot;I have no problem serving store-brand food products to family.&quot; </li></ul><ul><ul><li>50% strongly agree </li></ul></ul><ul><ul><li>32% somewhat agree </li></ul></ul>
  5. 5. Will shoppers buy?
  6. 6. “ Thinking only of food products, how likely are you to buy store-brand?”
  7. 7. To buy store-brand items other than food… <ul><li>16% &quot;extremely likely&quot; </li></ul><ul><li>43% &quot;somewhat likely&quot; </li></ul><ul><li>26% &quot;neither likely nor unlikely&quot; </li></ul><ul><li>14% &quot;somewhat unlikely&quot; </li></ul><ul><li>2% &quot;extremely unlikely&quot; </li></ul>
  8. 8. Purchasing habits are changing.
  9. 9. Since last year… <ul><li>35% buying more store-brand products </li></ul><ul><li>9% buying fewer store-brand products </li></ul><ul><li>56% buying &quot;about the same&quot; </li></ul>
  10. 10. In the future… <ul><li>24% will buy more store-brand products </li></ul><ul><li>5% will buy fewer store-brand products </li></ul><ul><li>71% will buy &quot;about the same&quot; </li></ul>
  11. 11. What do they buy?
  12. 12. “ In which of the following categories do you purchase store brand products?”
  13. 13. Actionable Insights <ul><li>Favorable consumer opinion on store brands </li></ul><ul><li>Store brand grocery shows strong sales </li></ul><ul><li>Consumers buying more store brands than in the past, intend to buy more in the future </li></ul><ul><li>Market research determines what products fare best, what prices consumers prefer, best packaging, shelf placement, etc… </li></ul>
  14. 14. How did we discover this?
  15. 15. Survey Methods <ul><li>Date of Survey: 2/26/2010 </li></ul><ul><li>Respondents: 367 </li></ul><ul><li>Sample Source: FGI SmartPanel </li></ul>This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.
  16. 16. Why FGI <ul><li>Custom online panels </li></ul><ul><li>Branded online communities </li></ul><ul><li>SmartPanel: 100,000+ panelists </li></ul><ul><li>SmartPanel Community </li></ul><ul><li>Human experts who handle each step of the process with you and your customers in mind </li></ul>
  17. 17. FGI Research: custom panels, research experts, dynamic approach.
  18. 18. <ul><li>This TrendTruth brought to you by FGI Research. Learn more about the market trends online at our TrendTruth blog… </li></ul><ul><li>… or follow us on Twitter! </li></ul><ul><li>@TrendTruth </li></ul><ul><li> </li></ul>