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Consumer Attitudes Towards Private Label Food and Drink - Canada - November 2015

"Nearly all grocery shoppers indicate that they include private label in their shopping baskets and store brands enjoy strong quality perceptions among a segment of consumers. Millennials (18-34-year-olds) are particularly strong advocates of private label, suggesting an area of focus to support growth."

Joel Grehoire, Senior Research Analyst – Food & Beverage

This report covers the following areas:

  • Many consumers do not identify a difference between national and store brands
  • Chinese Canadians have less positive attitudes towards private label

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Many consumers do not identify a difference between national and store brands
            • Figure 1: Attitudes around private label selection September 2015
          • Chinese Canadians have less positive attitudes towards private label
            • Figure 2: Select attitudes towards private label, any agree – Chinese Canadians vs overall, September 2015
          • The opportunities
            • Opportunity to support growth through high-quality offerings
              • Figure 3: Select attitudes towards private label, September 2015
            • Private label resonates with Millennials
              • Store brands can look to President’s Choice as a best-in-class example
                • Figure 4: Trust, by private label and national brands, September 2015
              • What it means
              • The Market – What You Need to Know

                • Canada’s uncertain economy supports private label
                  • The ageing Millennial cohort bodes well for private label
                  • Market Factors

                    • Recent economic activities have negatively impacted consumer confidence
                      • Figure 5: Consumer confidence index, monthly, January 2008-January 2015
                    • A growing 25-34 and 35-44-year-old population bodes well for private label
                      • Figure 6: Projected trends in the age structure of the Canadian population, 2014-19
                    • Canada’s increasingly ethnically diverse population may present a challenge for private label
                    • Key Players – What You Need to Know

                      • Retailers expanding reach by going small
                        • Private label contributing to change in pricing model
                          • Room for continued private label development in Canada
                          • What’s Working?

                            • President’s Choice represents best-in-class among consumers
                              • Sobeys leveraging Jamie Oliver partnership to support corporate mission
                                • Walmart expanding private label offering
                                  • Costco’s consumers are reliant on Kirkland Signature products
                                  • What’s Struggling?

                                    • Food’s share of Canadians’ spend declined
                                      • Penetration of private label remains stagnant
                                      • What’s Next?

                                        • Room for continued investment on private label among retailers
                                          • Figure 7: Share of private label vs name brand launches, by country, 2010-14
                                        • Private label is positioned well in the battle for Millennials
                                        • The Consumer – What You Need to Know

                                          • Store brand purchase driven by more than price
                                            • Over half of consumers see private as providing equal quality
                                              • National brands hold trust advantage over most private label brands
                                              • Private Label Usage

                                                • Nearly all Canadians use private label
                                                  • Figure 8: Percent of typical grocery basket that includes private label, September 2015
                                                  • Figure 9: Percent of consumers who state private label accounts for over half of basket, by retailer, September 2015
                                                • Younger consumers are more likely to use private label
                                                  • Figure 10: Percent of consumers who state private label accounts for over half of basket, by age, September 2015
                                              • Importance of Private Label

                                                • Private label supports in-store traffic
                                                  • Figure 11: Percent of consumers who state store brands influence where they grocery shop, by age, September 2015
                                                • Experience drives usage of private label
                                                  • Figure 12: Brand-related reasons for choosing a store brand product or brand, September 2015
                                                • Price’s importance in choosing private label
                                                  • Figure 13: Price-related reasons for choosing a store brand product or brand, September 2015
                                                • Private label is not just perceived to be a cheap alternative to national brands
                                                  • Private label faces fewer hurdles to listing innovation
                                                    • Figure 14: Attitudes around private label selection, September 2015
                                                  • Demand for private label varies by category
                                                    • Figure 15: Preference for store and national brands, by category, September 2015
                                                • Brand Trust

                                                  • Trust in national brands exceeds private label
                                                    • Figure 16: Trust, by private label and national brands, September 2015
                                                  • Trust in President’s Choice on par with leading national brands
                                                    • Figure 17: Trust (mean), by private label and national brands, September 2015
                                                  • Awareness a pillar in building trust
                                                    • Figure 18: Trustworthiness vs non-awareness, September 2015
                                                  • Older consumers more likely to trust national brands
                                                    • Figure 19: Mean trustworthiness score, by age, by national brands measured, September 2015
                                                • Population Groups

                                                  • Chinese Canadians are less likely to gravitate to private label
                                                    • Figure 20: Select reasons for choosing a store brand product or brand, Chinese Canadians vs overall population, September 2015
                                                  • Private label holds more influence with Millennials
                                                    • Figure 21: Agreement in select attitudinal statements, 18-34-year-olds vs over-35s, September 2015
                                                    • Figure 22: Stated usage of private label category, 18-34-year-olds vs over-35s, September 2015
                                                  • Parents hold more positive attitudes towards private label
                                                    • Figure 23: Agreement in select attitudes, parents vs non-parents, September 2015
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Consumer qualitative research
                                                        • Abbreviations and terms
                                                          • Abbreviations

                                                          Companies Covered

                                                          To learn more about the companies covered in this report please contact us.

                                                          Consumer Attitudes Towards Private Label Food and Drink - Canada - November 2015

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