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Private Label Foods: What's Driving Purchase? - US - February 2015

“Improvements made to the quality and varieties of store brand foods have not gone unnoticed by consumers. However, there is opportunity to increase category participation among older consumers, and to introduce more premium product lines featuring organic, non-GMO, and/or vegetarian products which consumers feel are lacking in the current market.”

Amanda Topper, Food Analyst

This report answers the following questions:

  • Are shoppers' perceptions of store brands improving?
  • Where are key areas to grow the category?
  • How can retailers boost purchase among older shoppers?

The quality, variety, and appearance of private label foods continue to improve and consumers are taking note. Shoppers have generally positive perceptions of these products, and some view them as even more innovative than name brands. Despite shifting perceptions, some consumers, especially older consumers, still perceive private label foods as generic or inconsistent in quality. Looking ahead, category growth will rely on expanding product lines with more premium options, and reaching older consumers who tend to purchase fewer private label foods.

Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

  • The most influential factors when shoppers buy private label food products

  • Areas of improvement that can be made to private label food products

  • Frequency of private label food purchases and top factors consumers consider when making a purchase

  • The most important packaging factors that do and could influence consumers to purchase more private label food products

  • Consumer attitudes and behaviors toward private label food products, including purchase preferences, perceptions of product quality, ingredients, and overall trust

Many shoppers already recognize the enhancements made to store brand foods including improved quality and variety of options, and product innovation. This is especially the case among younger consumers, lower-earning households, and Hispanics.

Future category growth will rest on manufacturer and retailer ability to meet shopper preferences for organic and BFY (better-for you) products, more appealing packaging, and consistent quality. Doing so can increase shopper loyalty and retailer profit margins, while helping retailers stand out from their biggest competitors. Reaching older consumers and changing their perceptions of the category is another area of opportunity, as long as retailers can prove the value of their products, and gain a sense of trust that is so important to this category.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                  • The consumer
                    • Nearly all shoppers buy store brand foods
                      • Figure 1: Percentage of store brand foods purchased, November 2014
                    • Value, product origin most influential product features
                      • Figure 2: Influential packaging features, top five, November 2014
                    • Price, quality, and ingredients similar to name brand most important
                      • Figure 3: Factors considered when purchasing store brand food products, by gender, top five, November 2014
                    • More diverse store brand purchases post-recession
                      • Figure 4: Behaviors related to store brand food products, by percentage of store brand foods purchased, top five, November 2014
                    • Establishing trust vital to store brand food purchases
                      • Figure 5: Attitudes toward store brand food products – Any agree, top five, November 2014
                    • What we think
                    • Issues and Insights

                        • Are shoppers’ perceptions of store brands improving?
                          • The facts
                            • The implications
                              • Where are key areas to grow the category?
                                • The facts
                                  • The implications
                                    • How can retailers boost purchase among older shoppers?
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Trend: Patriot Games
                                              • Trend: Without a Care
                                                • Trend: Prove It
                                                • Innovations and Innovators

                                                    • Figure 6: Percentage of private label food product launches within top 10 food categories, 2009-14*
                                                    • Figure 7: Private label food product launches, by launch type, 2009-14*
                                                  • Better-for-you
                                                    • Figure 8: Private label food product launches, by top 10 product claims, 2009-14*
                                                  • Clean label
                                                    • Premium and gourmet
                                                      • A look inside
                                                      • Percentage of Store Brand Foods Purchased

                                                        • Key points
                                                          • Nearly all shoppers buy store brand foods
                                                            • Figure 9: Percentage of store brand foods purchased, November 2014
                                                          • Youngest generation highest store brand food purchasers
                                                            • Figure 10: Percentage of store brand foods purchased, by generations, November 2014
                                                          • Opportunity to reach mid-tier households
                                                            • Figure 11: Percentage of store brand foods purchased, by household income, November 2014
                                                        • Attributes Associated with Store Brand Food Packaging

                                                          • Key points
                                                            • Positive perceptions of Great Value brand
                                                              • Figure 12: Attributes associated with store brand food packaging, November 2014
                                                            • Consumers identify store brands based on simplicity, lack of promotion
                                                              • Room for taste, packaging, promotion improvement
                                                              • Influential Packaging Features

                                                                • Key points
                                                                  • Value, product origin most influential
                                                                      • Figure 13: Influential packaging features, by age, November 2014
                                                                    • Name brand similarities most important for increasing purchase
                                                                      • Figure 14: Influential packaging features, by percentage of store brand foods purchased, November 2014
                                                                  • Factors Considered When Purchasing Store Brand Food Products

                                                                    • Key points
                                                                      • Price, quality, and ingredients similar to name brand most important
                                                                          • Figure 15: Factors considered when purchasing store brand food products, by generations, November 2014
                                                                          • Figure 16: Factors considered when purchasing store brand food products, by gender, November 2014
                                                                          • Figure 17: Factors considered when purchasing store brand food products, by presence of children in household, November 2014
                                                                        • Store rewards important to high purchasers
                                                                          • Figure 18: Factors considered when purchasing store brand food products, by percentage of store brand foods purchased, November 2014
                                                                      • Behaviors Related to Store Brand Food Products

                                                                        • Key points
                                                                          • More diverse store brand purchases post-recession
                                                                              • Figure 19: Behaviors related to store brand food products, by age, November 2014
                                                                              • Figure 20: Behaviors related to store brand food products, by presence of children in household, November 2014
                                                                            • Word of mouth important to both high and low purchasers
                                                                              • Figure 21: Behaviors related to store brand food products, by percentage of store brand foods purchased, November 2014
                                                                          • Attitudes toward Store Brand Food Products

                                                                            • Key points
                                                                              • Establishing trust vital to store brand food purchases
                                                                                  • Figure 22: Attitudes toward store brand food products – Any agree, by generations, November 2014
                                                                                  • Figure 23: Attitudes toward store brand food products – Any agree, by household income, November 2014
                                                                                  • Figure 24: Attitudes toward store brand food products – Any agree, by percentage of store brand foods Purchased, November 2014
                                                                              • Race and Hispanic Origin

                                                                                • Key points
                                                                                  • Hispanics more likely to be high purchasers
                                                                                    • Figure 25: Percentage of store brand foods purchased, by race/Hispanic origin, November 2014
                                                                                    • Figure 26: Factors considered when purchasing store brand food products, by race and Hispanic origin, November 2014
                                                                                  • Hispanics buying more store brands, loyal to certain retailers
                                                                                    • Figure 27: Behaviors related to store brand food products, by race and Hispanic origin, November 2014
                                                                                    • Figure 28: Attitudes toward store brand food products – Any agree, by race/Hispanic origin, November 2014
                                                                                • Consumer Segmentation

                                                                                      • Figure 29: Private label food buyer clusters, November, 2014
                                                                                    • Group one: Private Label Lovers
                                                                                      • Group two: Occasional Purchasers
                                                                                        • Group three: Health-Conscious Shoppers
                                                                                          • Cluster characteristic tables
                                                                                            • Figure 30: Target clusters, November 2014
                                                                                            • Figure 31: Influential packaging features, by target clusters, November 2014
                                                                                            • Figure 32: Factors considered when purchasing store brand food products, by target clusters, November 2014
                                                                                            • Figure 33: Behaviors related to store brand food products, by target clusters, November 2014
                                                                                            • Figure 34: Attitudes toward store brand food products – Any agree, by target clusters, November 2014
                                                                                            • Figure 35: Percentage of store brand foods purchased, by target clusters, November 2014
                                                                                          • Cluster demographic table
                                                                                            • Figure 36: Target clusters, by demographics, November 2014
                                                                                          • Cluster methodology
                                                                                          • Appendix — Other Useful Consumer Tables

                                                                                            • Percentage of store brand foods purchased
                                                                                              • Figure 37: Percentage of store brand foods purchased, by gender, November 2014
                                                                                              • Figure 38: Percentage of store brand foods purchased, by age, November 2014
                                                                                              • Figure 39: Percentage of store brand foods purchased, by region, November 2014
                                                                                              • Figure 40: Percentage of store brand foods purchased, by presence of children in household, November 2014
                                                                                              • Figure 41: Percentage of store brand foods purchased, by race/Hispanic origin, November 2014
                                                                                            • Influential packaging features
                                                                                              • Figure 42: Influential packaging features, by presence of children in household, November 2014
                                                                                              • Figure 43: Influential packaging features, by race and Hispanic origin, November 2014
                                                                                            • Factors considered when purchasing store brand food products
                                                                                              • Figure 44: Factors considered when purchasing store brand food products, by age, November 2014
                                                                                              • Figure 45: Factors considered when purchasing store brand food products, by region, November 2014
                                                                                              • Figure 46: Factors considered when purchasing store brand food products, by household income, November 2014
                                                                                            • Behaviors related to store brand food products
                                                                                              • Figure 47: Behaviors related to store brand food products, by gender, November 2014
                                                                                              • Figure 48: Behaviors related to store brand food products, by generations, November 2014
                                                                                              • Figure 49: Behaviors related to store brand food products, by region, November 2014
                                                                                              • Figure 50: Behaviors related to store brand food products, by household income, November 2014
                                                                                            • Attitudes toward store brand food products
                                                                                              • Figure 51: Attitudes toward store brand food products – Any agree, by gender, November 2014
                                                                                              • Figure 52: Attitudes toward store brand food products – Any agree, by age, November 2014
                                                                                              • Figure 53: Attitudes toward store brand food products – Any agree, by region, November 2014
                                                                                              • Figure 54: Attitudes toward store brand food products – Any agree, by presence of children in household, November 2014
                                                                                          • Appendix — Trade Associations

                                                                                              • Food Marketing Institute (FMI)
                                                                                                • Grocery Manufacturers Association (GMA)
                                                                                                  • Private Label Manufacturers Association (PLMA)

                                                                                                  Companies Covered

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

                                                                                                  Private Label Foods: What's Driving Purchase? - US - February 2015

                                                                                                  US $3,995.00 (Excl.Tax)