Tesco's own-label products are shoppers' favourite
28 September 2011 09:39
A recent research study into shopper behaviour by marketing agency Haygarth has revealed that shoppers rate Tesco's own-label ranges over 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 whilst Waitrose's Value and own brand labels ranked bottom in both the premium and value ranges.
The study revealed that 71% of shoppers now say that they see little or no difference between brands and own label products, whilst almost 60% say they are buying more own label than they did two years ago.
Only 8% 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.
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.
Heinz Baked Beans came out on top as the brand that consumers 'would never sacrifice' for supermarket own label, followed closely by Gillette razors, Walkers crisps, Heinz tomato ketchup and Kellogg's cereals.
Other brands that fared well in terms of consumer loyalty include Head & Shoulders, Colgate, Cadbury and Warbutons.
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