Tesco has come out on top in research into supermarket own brand labels.
A recent research study into shopper behaviour by leading marketing agency
Haygarth has revealed that shoppers place Tesco’s own label ranges over and above those offered by Sainsbury’s, Waitrose, Asda, M&S and Morrisons.
Both the Tesco’s Finest and Tesco Value ranges topped a poll asking shoppers to name their favourite supermarket own label products. Sainsbury’s Taste the Difference and Basic ranges were ranked as shoppers’ second choice while Waitrose’s Value and own brand labels ranked bottom in both the premium and value ranges.
The study revealed that 71 per cent of shoppers now say that they see little or no difference between brands and own label products, whilst almost 60 per cent say they are buying more own label than they did two years ago.
Just eight per cent of consumers would reject an own label product. With supermarkets offering sophisticated own label ranges, this has led to these increasing shifts in perception of own label.
This notable shift in perception means that brands now have to work increasingly hard to compete with the supermarket giants - with an ever-more prevalent need to ensure stand-out and drive customer loyalty. The Haygarth study shows that in spite of the increasing success of own label there are certain brands that hold an unshakable position on the nation’s shopping list.
Anthony Donaldson, head of planning of Haygarth, said: “Our research has highlighted the growing competition that brands now face. The onslaught from retailers’ own label has forced many traditional brands to re-evaluate their appeal to consumers. The clever brands that remain in the nation’s psyche, such as Heinz, Walkers and Kellogg’s have been consistent in their communications and re-expressed the values that have made them so popular in the past. To compete with the ever popular supermarket own label market, households brands need to focus on the emotional reasons why people buy, renew their focus on clear messaging and provide inspiration for their customers”.
Haygarth’s shopper behaviour study is based on both qualitative and quantitative research carried out amongst over 2000 consumers. The research was carried out in partnership with specialist shopper research agency Retail in Action and YouGov.
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