IRi-2019年自有品牌消费者调查报告（英文）15页_506kb

Private Label 2019 Summary

Core Content

The document outlines key trends and consumer attitudes toward private label brands in the U.S. in Q3 2019, highlighting how private labels are becoming a significant part of the retail landscape due to their perceived value and quality, even beyond just being cheaper.

Main Trends and Insights

1. Consumer Sentiment Toward Private Labels

• Value Over Price: Consumers are increasingly valuing private label products not just for their lower cost, but for their perceived quality and value.
• Recessionary Fears: Despite economic concerns, consumers felt their households' financial health improved in Q3 2019 compared to Q3 2018.
• Savings Increase: Many consumers are increasing their savings to prepare for potential economic downturns, showing a shift toward financial stability.

2. Shoppers' Attitudes Toward Private Labels

• Trust in Stores: Shoppers trust the stores more than the brands, leading to loyalty in private label products.
• Trial and Repeat: Consumers who try private label products tend to repeat purchases, indicating a positive experience and satisfaction.
• Packaging Perception: About 20% of consumers believe private label packaging is of lower quality than national brands, which can deter trial. However, packaging is also an opportunity for retailers to communicate quality and sustainability.

3. Private Label Growth and Performance

• Sales Growth: Private label dollar sales decelerated in 2019, but they are still growing at double the rate of national brands.
• Unit Sales: Unit sales for private labels are growing, showing continued consumer interest.
• Market Influence: Private labels are a key driver of store selection, especially among mid- and lower-income households and younger generations.

4. Consumer Segmentation and Behavior

• Income Levels: Middle and lower-income households are turning to private labels to save money.
• Generational Shifts: Millennials are the biggest adopters of private label products, with a 10% increase in adoption in 2019 compared to 2018. Gen Z is also showing strong interest.
• Loyalty Shift: There is a growing loyalty shift from brands to stores, with retailers like Albertsons leveraging private label lines such as O Organics to attract customers.

5. Opportunities for Retailers

• Premium Offerings: Retailers are offering premium private label products, which are now seen as competitive with national brands.
• Innovation and Sustainability: Retailers should focus on innovation, including plant-centric and diet-specific products, and sustainability in packaging to meet consumer expectations.
• Specialty Grocery: The specialty grocery channel is particularly influential in private label adoption, with stores like Trader Joe's excelling in creating a unique shopping experience.

Key Statistics

• 99.9% of shoppers buy private brands today.
• 124 million households in the U.S. have purchased private label products in YTD 2019.
• 46% of respondents and 54% of millennials report that private labels are extremely or very influential in their store choice.
• More than two-thirds of consumers say private labels are extremely or very influential in specialty grocery stores.

Conclusion

Private label brands are playing an increasingly important role in consumer decision-making, driven by their perceived value, quality, and the growing trend of trust in retailers over brands. As economic conditions remain uncertain, consumers are turning to private labels as a way to save money and maintain financial stability. Retailers have the opportunity to further enhance private label offerings through innovation, sustainability, and premium quality, especially targeting younger generations and those with lower incomes.