While consumer perceptions toward store brands have slipped on many dimensions over the last two years, store brands may be starting to improve on several product benefits typically associated with national brands, namely: quality, innovativeness, uniqueness and packaging. This is the latest finding from a study conducted by Ipsos Marketing.
In an annual study conducted by Ipsos Marketing over the last three years, consumers from around the world were asked to compare store brands to national brands on a host of attributes. A three-year trend analysis indicates the following:
- Each year since 2009, the majority of global consumers have perceived store brands to be the same as or better than national brands on all attributes.
- From 2009 to 2010, store brands slipped in all areas – with no indications of improvement in 2011 for value, convenience, meeting needs, being good for the family, and being requested by the family.
- From 2010 to 2011, store brands gained ground in consumers’ minds in the areas where national brands tended to be strongest: quality, innovativeness, uniqueness and packaging.