Popularity rising for supermarket own-brands, survey finds

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3rd December 2014 10:31 - Retail

The findings from Nielsen's Homescan FMCG survey has shown that a new wave of positivity is surrounding own-brand products.

The survey has revealed that own-brand items have contributed to 54 per cent of UK supermarket grocery sales this year.

Further highlighting the growing positivity around own-brand items, the sales of premium own-brand products have increased by 5.2 per cent year on year.

The global survey of 30,000 people online revealed that 71 per cent of respondents in the UK believe that own-brand products are of better quality now than they used to be. Of the European respondents, 62 per cent thought the same.

Of the consumers in the UK, 60 per cent believed that named brands are of the same quality as own-brands. In 2010, approximately 30 per cent thought the same.

However, 42 per cent believed that a few supermarkets’ own-brands were in fact higher quality than named brands.

On the other hand, 26 per cent believed that, when shopping for quality items, own-brands do not fit the criteria.

Also, 37 per cent of UK respondents considered own-brand products to be for people who could not afford better brands. Similarly, 46 per cent of Europeans believed the same.

On the contrary, should they like an own-brand product enough, 44 per cent of respondents would not be opposed to spending the same amount on it as they would on a named brand. In 2010, just 28% thought the same.

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