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PRIVATE LABEL BUYING BEHAVIOUR
SAMPLE REPORT
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The Client is not authorised to publish and/or adapt this research report,
whether in whole or in part(s), in the press, on the radio, on television, in
leaflets, data search systems, litigations etc. without prior written consent of
Nielsen .
Consent for publication should be sought from Nielsen each time.
CONFIDENTIALITY CLAUSE
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RESEARCH DESIGN
Coverage: National
Target respondents:
• Males/females
• Aged 18–65 years
• Both main grocery buyers and decision makers in the household
Interview Methodology: Online
Sampling Method: Random sample
Sample Size: n=1200
Fieldwork Period: October 2014
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STRUCTURE OF THE SHOPPER SAMPLE
72%
25%
3%
MAIN SHOPPER
INFLUENCER
INFLUENCER
25% 75%
WOMEN MEN
59%
41%
Base: All shoppers(n=1200) Ref: Q4.Please record your gender Q5.Which age group from the list below do you belong to?
GENDER AGE BY GENDER ROLE IN SHOPPING
12%
11%
15%
36%
20%
34%
11%
27%
36%
28%
35%
20%
31%
28%
40%
16%
Men
Women
Men
Women
18-24 y.o. 25-34 y.o. 35-49 y.o. 50-65 y.o.
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DRIVERS BEHIND BUYING PRIVATE LABEL
DRIVERS BEHIND BUYING PRIVATE LABEL
59%
59%
52%
27%
9%
4%
2%
1%
2%
Less expensive than named brands
Quality just as good as named brands
They offer really good value for money
Quality of store brands is improving
Products I want are only available in store brands
Word of mouth. Others have recommended them
All other
None
Don't know / Not sure
Base: All aware of Private Label. 2012 (n=1138), 2013 (n=1118), 2014 (n=1135) Q115 Why do you buy store brands?
62%
63%
52%
26%
7%
4%
1%
1%
2013
62%
60%
53%
28%
8%
4%
2%
2012 2014
1%
1%
1%
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PRIVATE LABEL BUYING BEHAVIOUR
Base: All aware of Private Label. 2014 (n=1135) Q114 Overall, compared with 12 months ago, would you say you are buying more store brand products, fewer store brand products, or about the same?
More (%) Less (%)
CLEVER 47% 12%
S-BUDGET 42% 12%
Ja!Natürlich 27% 13%
BALEA 26% 13%
BILLA 20% 11%
Base: Those claimed to have made some change in P12m. 2014 (n=443) Q118a/b which store brands are you tending to buy more of and less of?
48%
48%
37%
4%
1%
48%
48%
34%
5%
1%
I am choosing cheaper storebrands than before
I am trying out some differentstore brands
I am choosing more premiumstore brands than before
I have stopped buying a particularstore brand
Others
2014
2013
Base: Those claimed to have made some change in P12m. 2013 (n=466), 2014 (n = 443) Q117. What changes have you made?
WHETHER BUYING MORE OR LESS PRIVATE LABEL BRANDS VS P12M
CHANGES MADE IN PRIVATE LABEL SELECTION
WHICH PRIVATE LABEL BRANDS BUY MORE/LESS
More, 46%
The same, 44%
Less, 6% Never , 1%
DK, 3%
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PRIVATE LABEL PURCHASES BY CATEGORY
Base: Those claimed to have made some change in P12m. 2014 (n=443) Q119, Q120 category evaluated by private label buyers within that category
68%
66%
66%
65%
65%
61%
60%
59%
59%
59%
58%
56%
54%
53%
33%
100%
16%
31%
32%
31%
33%
35%
35%
38%
36%
36%
37%
28%
38%
28%
61%
16%
3%
3%
4%
2%
4%
5%
3%
5%
5%
5%
16%
8%
19%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Baby Food
Household products, like cleaners
Dairy Products (milk, butter,)
Personal Care include Shampoo, soap or other hair and body cleansers
Staple foods (rice, flour, pasta, etc)
Pet Food
Carbonated Soft Drinks
Any paper products like tissue paper, paper towels, or toilet tissue
Frozen and chilled foods
Snacks & Confectionery
Non-alcoholic beverages
Store branded medications e.g Store branded painkillers etc..
Canned and package groceries
Prepared meals
Alcoholic Beverages
Other
Buying more than 12 months ago Buying about the same Buying less than 12 months ago
PRIVATE LABEL PURCHASES BY CATEGORY
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