Survey reveals 98 percent of shoppers buy private label products

More shoppers are purchasing private label (store brand) products this year compared to last year, according to a recent study of more than 6,200 consumers by Market Force Information. The study revealed that 98 percent of shoppers purchase private label food items or cleaning products at least some of the time, on the rise from 96 percent in 2013.

The survey was conducted in March 2014 across the United States and Canada. The pool of 6,247 respondents reflected a broad spectrum of income levels, with nearly 60 percent reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 73 percent were women and 27 percent were men, and 50 percent have children at home.

The study shows that a small percentage of shoppers are unaware of private label brands, and as many say that they never purchase them — both categories showing a 1 percent drop from 2013. The percentage of consumers who sometimes opt for private label is up 1 percent from 2013, as are the number of shoppers who always reach for private label.

To read the full article,  visit Retail Customer Experience.

This could be good news for garden centers who offer private labels or are considering adding them. Though the survey focused mostly on grocery items and cleaning products, this survey shows consumers gravitate toward private labels. Check out our interview with Ken Lain of Watters Garden Center about how he's found success with private labels in this industry and how it helps him compete with big box stores.