Shopping private label brands is something that most adults currently do or would feel comfortable doing. Private label products are widely perceived for being good value for the price, which likely contributes to consumers feeling like they are a smart shopper when buying these products. But shopper loyalty to private label brands is no longer linked solely to price. True value is more than just being the lowest price on the shelf. Discerning shoppers want the whole package – high quality, unique ingredients or design, competitive pricing – from a retailer that reflects their personal values or lifestyle. Retailers are leveraging private label to garner market share across categories with a unified brand presence that can build loyalty. Private label brands are increasingly innovating to meet consumers’ expectations by offering unique and diverse products that cater to a variety of tastes and interests, offering both a sense of novelty and value. Such innovative efforts are being rewarded with increased engagement now (68% are shopping private label brands more this year) and in the coming years (59% plan to purchase more in the future). Moving forward, industry players can continue to advance store brand market share by leaning into the emotional high shoppers experience when getting a good deal or finding a share-worthy dupe.
Discerning shoppers want store brands to deliver a comprehensive package – quality, unique ingredients or design, and competitive pricing.
Vince DiGirolamo, Director, North America Reports
For the purposes of this Report, Mintel has used the following definitions: private label/store brand products are products that are manufactured by one company, and sold under the company name or a different brand name created exclusively by that company. These brands are often positioned as more affordable alternatives to national brands, allowing retailers to offer a variety of products at different price and quality levels to meet diverse consumer needs and preferences.
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 3,695
Gen X and Baby Boomers, while traditionally less associated with digital commerce than younger cohorts, represent a significant portion of online shoppers in the US. With economic improvements...
Find out more£ 3,695
Elevated food prices have spurred private label gains, but sustaining growth will take more than just competitive prices. John Owen, Associate Director - Food and Retail ...
Find out more£ 3,695
The market for traditional toys and games remains strong, with building sets and plush toys leading the charge. LEGO in particular continues to have a significant presence. Key...
Find out more£ 3,695
Foodservice in retail continues to gain momentum, with usage frequency up over a year ago. Cost-conscious consumers are looking for convenient, freshly-prepared food at a savings versus restaurants,...
Find out more£ 3,695
eCommerce will continue to be a driving component of the retail industry. Although the frequency of online shopping has decreased somewhat from 2022, 4 in 10 consumers are...
Find out more
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
