Capture consumers and build an emotional bond
A challenging economic environment has created an engaged private label consumer, with 60% of private label BPC buyers wanting to see more options in the smaller stores of larger retailers. Retailers can use this time to build emotional connections to private label BPC through personalised engagement (ie a marketing strategy that tailors efforts to individual consumers) and livestream selling.
Premiumisation is the biggest opportunity, but value is still needed
Premiumisation in BPC is creating opportunities for private label products to undercut in categories where it was once hard to compete, such as deodorants and oral care. Retailers can however still succeed with value ranges, as consumers are concerned about price rises in BPC.
Innovation is needed
Private label brands are doing well in innovation, with retailers such as Aldi and Lidl launching dupe lines, and Boots relaunching its Natural Collection and Botanics ranges with a stronger focus on eco and natural claims. However, private label BPC isn’t keeping up with branded innovation in some areas. For example, private label bodycare could benefit from a heightened focus anti-ageing claims, while more soap, bath and shower with sensitive skin claims could help private label better compete with brands.
Private label BPC has engaged consumers due to a tough economic environment. Retailers can look to premiumisation and forge emotional connections for sustained loyalty.
Dionne Officer, Research Analyst – BPC Innovation
This Report focuses on consumer usage and purchasing of beauty products produced by retailers for exclusive sale by them, such as grocery multiples, direct selling outlets, specialist beauty retailers and chemists.
For the purposes of simplicity, the terms ‘private label’ and ‘own-label’ have been used interchangeably. This Report includes the following beauty categories:
Products covered in this report:
The terms ‘own-label only buyer/shopper’ and ‘private label only buyer/shopper’ have been used to describe consumers who buy only private label in at least one beauty/grooming category.
The term ‘mixed buyer/shopper’ has been used to describe consumers who buy both private label and branded products in at least one beauty/grooming category.
The term ‘branded only buyer/shopper’ has been used to describe consumers who buy only branded products in at least one beauty/grooming category.
One consumer may fall into all three categories, as purchase was assessed on a category basis.
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