The recent survey published by the market research company, the NPD Group, determined that the growth in shoppers buying store brands has been going on over the past 10 years and it is not due to the current economy. And the buyers are not just those who have to watch their food budgets. Over one-third of the store brand customers are making over $70,000 a year.
Now the End Dish
"There is no question that private label foods have become an integral part of American life," says Harry Balzer, chief industry analyst at NPD and author of Eating Patterns in America. "Furthermore, we do not hide private label foods as an ingredient or as an additive to another dish. Today over half of all store brand food eatings are the end dish."
What Changed?
A lot has changed. The NPD determined that price and value are the chief reasons why shoppers purchase private label or store brands, but most respondents also feel that the quality of store brands is often equal to, or in some cases better than, name brands.
"The bottom line is that private label foods can offer a great value to budget-minded consumers. If a shopper is working with less disposable income, stretching the food dollar and finding value will naturally gain importance," says Dori Hickey, director of product management at NPD and author of the Private Label Perceptions, Usage Patterns, & Intentions report.
Packaging Improvements
I guess my appetite is ruled by my eyes, because had the packaging designs on many of the store brands remaind generic in style I doubt they would have even made it to my taste test. Today's packaging at least makes an attempt to appeal to the more visually motivated shoppers.
Try It - I Bet You'll Like It
Still not getting that warm fuzzy feeling about eating store brands? You are missing out by not giving them a try. Worse case scenario? You end up with an item you can't stand and return it to the store. Best case scenario? You agree with the respondants of the survey and end up lowering your grocey bills.
