Private label can expect still greater market share growth in the year ahead based on a new study of more than 10,000 consumers in 14 countries commissioned by PLMA.
Two-thirds of shoppers interviewed said that recent economic conditions had forced them to make changes in how they shop. Moreover, 80% of consumers said that they expect the economy to either stay the same or get worse in the year ahead.
The complete survey, entitled "Today's European Shoppers," was carried out by SurveyLab in the U.K., a leader in customized online research and was released by PLMA today. Countries included in the survey were Belgium, Czech Republic, Denmark, Finland, France, Germany, Hungary, Italy, the Netherlands, Norway, Poland, Spain, Sweden and Great Britain. Answers were weighted for pan-European tabulation.
PLMA President Brian Sharoff says: "The study shows that private label plays a fundamental role in the lives of shoppers across Europe and market share will continue to expand". Forty-six percent (46%) purchase them "frequently." In the year ahead, one in four believe that they will buy a larger amount of own brands than currently. Even when the economy gets better, consumers say that they will stick with private label: eight in ten said that after the economy improves they would not stop purchasing own brands.
Consumers say that there are certain important factors which will encourage them to buy a larger number of own brands in the year ahead. These include overall satisfaction with own brand products in the past (cited by 57%), better quality (49%), more special offers on own brands (46%) and more variety (43%).
The study also examined consumers' shopping behavior, finding that eight out of ten prepare a shopping list before heading to the store. But, the survey revealed that less than 25% actually select the product on the list without hesitation. Instead they look for alternatives or more information before they make their final selection.
Looking at shoppers purchasing plans, the survey indicated that more than two-thirds expect to be eating out at restaurants less than a year ago. A third of consumers expect to eat more meals at home.
The survey offered new insight, too, into the impact of smart phones and social media on grocery shopping. While consumers overwhelming use computers and social networks, 80% reported that they don't use mobile phones when they shop to get information or compare prices. More than half of consumers, however, expect that mobile devices will be more widespread over the next five years.
