Brand vs Own Label Retailing - Ireland - April 2012
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The economic downturn has altered consumers’ food shopping habits. Consumers are now more than ever looking for value for money when purchasing food items, and own-label products offer a cheaper alternative to branded goods. However, sales within a number of own-label sub-categories within Ireland have decreased since 2010 as brands have fought back, intensifying their value for money offering through various methods, including price promotions.
As Irish consumers become less brand-loyal, own-label sales will continue to grow provided that food retailers can further build on consumers’ positive perception towards these products. Growth will be dependent on food retailers continuing to diversify their product offering across a number of categories including value, standard, premium, better-for-you and fair trade ranges.
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