Supermarket Own label Sample Extract

1. Supermarket Own Label
in the UK Food & Grocery Sector - 2014
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2. About Evolution Insights
Evolution offer a range of products &
services for clients in the field of shopper
research:
Off-the-shelf research
Evolution’s off the shelf research
publications deliver affordable insight into
shopper motivation and behaviours in UK
food, drink and grocery
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draw upon a wealth of existing proprietary
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better inform and shape any further
research requirements
Evolution is a leading research
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motivation and behaviour. We deliver
off-the-shelf, tailored and bespoke
research for manufacturers, retailers
and agencies.
Our research and analysis helps clients develop
targeted shopper marketing initiatives designed to
influence shoppers at the point of purchase.
We use a range of research methodologies to discover
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3. Contents
Introduction 6 Quality Perception – Brands Vs. Own Label 33
Brand Architecture & Ranges 7 Barriers to Purchase by Range 34
Copycat Products 8 Summary 35
Retailer Propositions 9 Crisps 36
Tesco 10 Introduction 37
Asda 11 Shoppers that Have Tried Own Label by Range 38
Sainsbury’s 12 Penetration of the Different Crisp Products 39
Morrisons 13 Quality Perception – Brands Vs. Own Label 40
Premium Stores 14 Barriers to Purchase by Range 41
Copycat Crisp Products 42
Primary Research 15 Copycat Crisps – Purchase Behaviour 43
Categories & Brands 16 Copycat Crisp Buyers by Demographic 44
Quality Perception 18 Summary 45
Blended Whisky 19 Digestive Biscuits 46
Introduction 20 Introduction 47
Shoppers that Have Tried Own Label by Range 21 Shoppers that Have Tried Own Label by Range 48
Penetration of the different Blended Whisky products 22 Penetration of the Different Digestive Products 49
Quality perception – brands vs. own label 23 Quality Perception – Brands Vs. Own Label 50
Barriers to Purchase by Range 24 Barriers to Purchase by Range 51
Copycat Spirit Products 25 Copycat Biscuits 52
Copycat Spirits – Purchase Behaviour 26 Copycat Biscuits – Purchase Behaviour 53
Copycat Spirit buyers by Demographic 27 Copycat Biscuit Buyers by Demographic 54
Summary 28 Summary 55
Cat Food 29 Instant Coffee 56
Introduction 30 Introduction 57
Shoppers that Have Tried Own Label by Range 31 Shoppers that Have Tried Own Label by Range 58
Penetration of the Different Cat Food Products 32 Penetration of the Different Instant Coffee Products 59
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4. Contents
Quality Perception – Brands Vs. own Label 60 Quality Perception – Brands Vs. Own Label 87
Barriers to Purchase by Range 61 Barriers to Purchase by Range 88
Summary 62 Summary 89
Muesli 63 Vanilla Ice Cream (Tub) 90
Introduction 64 Introduction 91
Shoppers that Have Tried Own Label by Range 65 Shoppers that Have Tried Own Label by Range 92
Penetration of the Different Muesli Products 66 Penetration of the Different Vanilla Ice Cream Product 93
Quality Perception – Brands Vs. Own Label 67 Quality Perception – Brands Vs. Own Label 94
Barriers to Purchase by Range 68 Barriers to Purchase by Range 95
Copycat Cereal Products 69 Summary 96
Copycat Cereal - Purchase Behaviour 70
Copycat Cereal Buyers by Demographic 71 Yoghurt 97
Summary 72 Introduction 98
Shoppers that Have Tried Own Label by Range 99
Shampoo 73 Penetration of the Different Yoghurt Products 100
Introduction 74 Quality Perception Brands Vs. Own Label 101
Shoppers that Have Tried Own Label by Range 75 Barriers to Purchase by Range 102
Penetration of the Different Shampoo Products 76 Summary 103
Quality Perception – Brands Vs. Own Label 77
Barriers to Purchase by Range 78 Summary 104
Copycat Shampoo Products 79 Quality Perception of Supermarket Ranges 105
Copycat Shampoo Purchase Behaviour 80 Shoppers that have Tried Own Label by Category 106
Copycat Shampoo Buyers by Demographic 81 Report Summary 107
Summary 82
Tea Bags 83
Introduction 84
Shoppers that Have Tried Own Label by Range 85
Penetration of the Different Tea Bag Products 86
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5. Copycat Products
A copycat product is an imitation (usually cheaper) of a branded
competitor. It is not uncommon for the manufacturers of copycat
products to use the same colour scheme, font and a similar name to a
well known brand. This has been in the media spotlight of recent, it is
difficult for large brands to prosecute copycat products. There is a fine
line between ‘tricking’ the shopper into purchasing your product, taking
advantage of an established brands success and having a similar
product. The Saucy Fish Co. has just established an interim injunction
against Aldi over the sale of a very similar product.
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6. Categories & Brands
This report has used a number of proxy categories as listed below:
Blended Whisky Cat Food Crisps Digestive Biscuits Instant Coffee
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7. Categories & Brands
This report has used a number of proxy categories as listed below:
Vanilla Ice Cream
Tub
Muesli Shampoo Tea Bags Yoghurt
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8. Shoppers that have Tried Own Label by Range
n=119
60% (of Blended Whisky buyers) say that they have tried an own label Whisky
35% have tried a Premium Supermarket Own
Label Product
43% have tried a Standard
Supermarket Own Label Product
50% have tried a Value Supermarket Own Label
Product
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9. 38
19 14
24
29 35
13
13 12
34 31 30 29 26 24 23 23 22 22 21 21 21 19 19 18 18 18 16
Jack Daniel’s
Grant’s
Jameson
Tesco Everyday Value
Tesco Standard Range
Asda Smart Price
Morrisons M Savers
Sainsbury’s Basics
Essential Waitrose
Asda Standard Range
Sainsbury’s Standard Range
Lidl Simply
Duchy (Waitrose)
Morrisons Standard Range
Tesco Finest
Asda Extra Special
Morrisons M Signature
Deluxe (Aldi)
Aldi Everyday Essentials
Waitrose Standard Range
Sainsbury’s Taste the Difference
Specially Selected (Lidl)
Most Common Buy
Also Buy
Tried and don’t like
Tried
Penetration of the Different Blended Whisky Products
%
Penetration of the different Blended Whisky products
Tried in this case is a combination
of ‘most common buy’, ‘also buy’
and ‘tried and don’t like’
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10. Supermarket Value and Premium ranges – How do they fare in terms of Quality Perception?
7.0 6.9 6.8 6.5 6.4 6.3 6.2
Essential
Waitrose
Quality Perception of Supermarket Ranges
Specially
Selected
5.2 5.2 5.4 5.4 5.5 5.5 5.7
Even the lowest ranking Premium range (Lidl - Specially Selected) ranks above the highest
rated Value range (Waitrose - Essential Waitrose)
Average rating out of 10
Value
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11. Contact us
Evolution Insights Ltd
Round Foundry Media Centre
Foundry Street
Leeds
LS11 5QP
Telephone: 0113 394 4671
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
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