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Survey: 37% Will Continue to Purchase Store Brands

More than one-third (37%) of those who turned to private labels during the economic downturn will continue to purchase them once the economy recovers; 60% of those who made changes related to coupons will maintain the behavior; and 53% of those who cut back on eating out will continue to eat meals at home. That's according to BrandSpark's 2010 Best New Products Awards American Grocery Shopper

NEW YORK — More than one-third (37%) of those who turned to private labels during the economic downturn will continue to purchase them once the economy recovers; 60% of those who made changes related to coupons will maintain the behavior; and 53% of those who cut back on eating out will continue to eat meals at home.

That's according to BrandSpark's 2010 Best New Products Awards American Grocery Shopper Study. It was conducted between Oct. 12 and Dec. 8 with more than 50,000 grocery shoppers.

“We asked people, ‘In your opinion is the economy still in a recession?’” said Robert Levy, president of BrandSparks while presenting the findings here last week. “Eighty-one percent said yes.”

The majority of shoppers “completely agree” or “agree” that “private labels are usually extremely good value for the money” (66%) and “private labels are just as good as brand-name products” (59%).

“Private label's strength is holding,” said Levy. “It's not just about price. People have a very strong sense of agreement that they provide good value for the money.”

But they're not for everyone. Nearly four in 10 (39%) shoppers surveyed think the best new product innovations usually come from brand names, while 36% of shoppers consider themselves loyal to national brands.

When asked to think ahead to spending levels over the next 12 months, 82% anticipated spending the same or more on everyday groceries as they did in 2009; 63% will spend same/more on new food products; and 60% will spend same/more on new household care products seen in the supermarket.

BrandSpark's poll was also used to gauge shoppers' opinions of 135 new products. Respondents indicated how likely they were to recommend each to their friends.

Brands scoring most favorably were Yoplait Smoothie, Johnson's Baby Bubble Bath & Wash and Olay Professional Pro-X Intensive Wrinkle Protocol. Thirty-nine other products also earned the right to bear the 2010 Best New Product label, which includes the Better Homes and Gardens logo. A portion of the survey sample was sourced from Better Homes and Gardens' online shopper panels.

Other winners include Quaker True Delights Granola Bar, Post Selects Apple Caramel Pecan Crunch, Breyer's Smooth & Dreamy Ice Cream, Lipton Green Tea with Citrus, Kellogg's Special K Snack Crackers Multi-Grain and DiGiorno's Crispy Flat Bread Pizza.