April 22, 2010

A recent nationwide study suggests that consumers will continue to favor store brand products as a way to lower their grocery bills, even as the economy recovers.

According to a recent poll of 800 supermarket shoppers, 80 percent see no improvement in the economy, and 40 percent actually believe things have gotten worse. As consumers continue to cope with pocketbook constraints, the study affirms that the appeal of store brand products is stronger than ever, and the surge in store brand sales is likely to continue. 

The report, entitled "Recession, Recovery and Store Brands," stated that a solid majority of consumers – more than six in ten – plan on buying more private label as they attempt to stretch their food dollars.  In addition, half of shoppers intend to spend less money on groceries in the months ahead, which may further boost private label purchases.

The number of shoppers who identify themselves as "frequent" buyers of store brands is at an all-time high of 57 percent, and almost all of the shoppers who switched to private label – 97 percent – were pleased with their decision.

Full report