Global consumer perceptions of store brands have improved in recent years, gaining on national brands in key areas. A three-year study found that from 2010 to 2011, store brands were seen as being of higher quality, more innovative, and having better packaging than in previous years. Retailers have invested more in developing their store brands, launching specialty lines that enhance perceptions of quality and differentiation from national brands. National brands now face stronger competition from store brands and must work to emphasize their superiority in innovation and product quality.

1. Global Consumer Views Store Brands Muscle In on National
Brands’ Comfort Zone
May 2012
While consumer perceptions toward store brands have slipped on many dimensions over the
last two years, store brands may be starting to improve on several product benefits typically
associated with national brands, namely: quality, innovativeness, uniqueness and packaging.
This is the latest finding from a study conducted by Ipsos Marketing.
In an annual study conducted by Ipsos Marketing over the last three years, consumers from
around the world were asked to compare store brands to national brands on a host of attributes.
A three-year trend analysis indicates the following:
• Each year since 2009, the majority of global consumers have perceived store brands to be
the same as or better than national brands on all attributes.
• From 2009 to 2010, store brands slipped in all areas – with no indications of improvement
in 2011 for value, convenience, meeting needs, being good for the family, and being
requested by the family.
• From 2010 to 2011, store brands gained ground in consumers’ minds in the areas where
national brands tended to be strongest: quality, innovativeness, uniqueness and packaging.
Consumer Perceptions toward Store Brands vs. National Brands
- Percent Saying Store Brands are the Same As or Better Than National Brands -
- Among Global Consumers –
90
85
80
75
70
65
60 2009
55 2010
2011
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Note: Complimentary data for each country is available from Ipsos upon request.
Improved attitudes toward store brand quality, innovativeness, uniqueness and packaging
improved consistently across most countries from 2010 to 2011 – with sharp increases stemming
from Brazil, France, Germany, Mexico, Russia, South Korea and Turkey.
1

2. S T O R E B R A N D S M U S C L E I N O N N AT I O N A L B R A N D S’ C O M F O R T ZO N E
“Our data indicates that store brands still pose a formidable threat to national brands – perhaps
Global Consumer Views now more than ever,” says Gill Aitchison, President, Ipsos Marketing, Global Shopper & Retail
Research. “While we might have believed that store brands were reaching their peak during
the worst of the recession, it looks as though they are positioning
themselves to succeed very well in an improving economy as well.”
Aitchison continues, “It is really not that surprising that consumer
perceptions toward store brand quality, innovativeness, uniqueness and
packaging have improved. Retailers are investing more heavily into the
development and merchandising of their store brands. Not only do store
brands offer higher margins versus national brands and help drive traffic,
Gill Aitchison
President they also offer the means for differentiating between one retailer and
Ipsos Marketing, Global another. In their quest to make their store brands more appealing to
Shopper & Retail Research
consumers, many retailers have launched higher-priced, specialty lines
– which explains the increase in quality perceptions and the decrease in value perceptions.”
Aitchison concludes, “National brands must now battle store brands on all fronts – it’s not just
a value game anymore. National brands must vehemently protect their image for providing
higher-quality and more innovative products than store brands. With retailers focusing more
on the product development and marketing of store brands, national brands are going to need
to work even harder to differentiate their brands with breakthrough innovations, more standout
packaging and true product superiority. Bringing in the voice of the consumer, digging for
deeper consumer insights, and leveraging leading-edge marketing techniques will be
instrumental to winning over the shopper at the critical moment of point of purchase in order
to win the ongoing battle against store brands.”
These are the findings from a study conducted by Ipsos Marketing via the Ipsos Global @dvisor
International Omnibus, an online survey of citizens around the world. A total of 18,754 adults
were interviewed between December 6th and December 19th, 2011. Their answers to the same
question were compared to those of 17,146 adults interviewed between December 10th and
20th, 2010 and 19,555 adults interviewed between November 4th, 2009 and January 13th,
2010 in the same countries. The countries included Argentina, Australia, Belgium, Brazil,
Canada, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Mexico, Poland,
Russia, South Korea, Spain, Sweden, Turkey and the United States of America.
Complimentary access to the data in this report for each of the 21 countries is available upon
request from Ipsos Marketing.
Allyson Leavy
Vice President, Promotion
Ipsos InnoQuest
516.507.3515
allyson.leavy@ipsos.com
Gill Aitchison
President
Ipsos Marketing, Global Shopper & Retail Research
+44.208.861.8223
gill.aitchison@ipsos.com
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3. S T O R E B R A N D S M U S C L E I N O N N AT I O N A L B R A N D S’ C O M F O R T ZO N E
Global Thought Views
LoyaltyConsumerStarter About Ipsos Marketing
Ipsos Marketing is the Ipsos brand dedicated to meeting the innovation and brand growth
needs of our clients. It is organized around four global practices: Innovation and Forecasting
(Ipsos InnoQuest), Market Understanding and Measurement, Healthcare and Qualitative.
Ipsos Marketing aims at transforming consumer insights into our clients’ competitive
advantage. We offer innovative contractual models to better manage Market Research
resources. We distribute insights in real-time within clients’ organizations by leveraging
technology and activation sessions. We integrate knowledge by combining various
sources of data.
Ipsos Marketing is a specialization of Ipsos, a global market research company which
delivers insightful expertise across six specializations: advertising, customer loyalty,
marketing, media, public affairs research, and survey management. With offices in 84
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combination forms the world’s third largest market research company. In 2011, Ipsos
generated global revenues of €1.363 billion (1.897 billion USD), Marketing research
contributing to nearly 50% of Ipsos revenues.
Visit www.ipsosmarketing.com to learn more.
About Ipsos
Ipsos is an independent market research company controlled and managed by research
professionals. Founded in France in 1975, Ipsos has grown into a worldwide research
group with a strong presence in all key markets. In October 2011 Ipsos completed the
acquisition of Synovate. The combination forms the world’s third largest market
research company.
With offices in 84 countries, Ipsos delivers insightful expertise across six research
specializations: advertising, customer loyalty, marketing, media, public affairs research,
and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and
build brands. They help clients build long-term relationships with their customers. They
test advertising and study audience responses to various media and they measure public
opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global
revenues of €1,363 billion (1.897 billion USD) in 2011.
Visit www.ipsos.com to learn more about Ipsos’ offerings and capabilities.
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