Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

"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

What's included

What's included

Table of contents

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

                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                          • Market

                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                          • Consumer

                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                          • Brand/Company

                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                          • Data

                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                          Trusted by companies. Big and small.