supermarket own label sample extract

Supermarket Own Label in the UK Food & Grocery Sector - 2014

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Contents

Introduction 6 Quality Perception – Brands Vs. Own Label 33 Brand Architecture & Ranges 7 Barriers to Purchase by Range 34 Copycat Products 8 Summary 35

Retailer Propositions 9 Crisps 36

Tesco 10 Introduction 37 Asda 11 Shoppers that Have Tried Own Label by Range 38 Sainsbury’s 12 Penetration of the Different Crisp Products 39 Morrisons 13 Quality Perception – Brands Vs. Own Label 40 Premium Stores 14 Barriers to Purchase by Range 41

Copycat Crisp Products 42 Primary Research 15 Copycat Crisps – Purchase Behaviour 43 Categories & Brands 16 Copycat Crisp Buyers by Demographic 44 Quality Perception 18 Summary 45

Blended Whisky 19 Digestive Biscuits 46 Introduction 20 Introduction 47 Shoppers that Have Tried Own Label by Range 21 Shoppers that Have Tried Own Label by Range 48 Penetration of the different Blended Whisky products 22 Penetration of the Different Digestive Products 49 Quality perception – brands vs. own label 23 Quality Perception – Brands Vs. Own Label 50 Barriers to Purchase by Range 24 Barriers to Purchase by Range 51 Copycat Spirit Products 25 Copycat Biscuits 52 Copycat Spirits – Purchase Behaviour 26 Copycat Biscuits – Purchase Behaviour 53 Copycat Spirit buyers by Demographic 27 Copycat Biscuit Buyers by Demographic 54 Summary 28 Summary 55

Cat Food 29 Instant Coffee 56

Introduction 30 Introduction 57 Shoppers that Have Tried Own Label by Range 31 Shoppers that Have Tried Own Label by Range 58 Penetration of the Different Cat Food Products 32 Penetration of the Different Instant Coffee Products 59


Contents


Quality Perception – Brands Vs. own Label 60 Quality Perception – Brands Vs. Own Label 87 Barriers to Purchase by Range 61 Barriers to Purchase by Range 88 Summary 62 Summary 89

Muesli 63 Vanilla Ice Cream (Tub) 90

Introduction 64 Introduction 91 Shoppers that Have Tried Own Label by Range 65 Shoppers that Have Tried Own Label by Range 92 Penetration of the Different Muesli Products 66 Penetration of the Different Vanilla Ice Cream Product 93 Quality Perception – Brands Vs. Own Label 67 Quality Perception – Brands Vs. Own Label 94 Barriers to Purchase by Range 68 Barriers to Purchase by Range 95 Copycat Cereal Products 69 Summary 96 Copycat Cereal - Purchase Behaviour 70 Copycat Cereal Buyers by Demographic 71 Yoghurt 97 Summary 72 Introduction 98

Shoppers that Have Tried Own Label by Range 99 Shampoo 73 Penetration of the Different Yoghurt Products 100 Introduction 74 Quality Perception Brands Vs. Own Label 101 Shoppers that Have Tried Own Label by Range 75 Barriers to Purchase by Range 102 Penetration of the Different Shampoo Products 76 Summary 103 Quality Perception – Brands Vs. Own Label 77 Barriers to Purchase by Range 78 Summary 104 Copycat Shampoo Products 79 Quality Perception of Supermarket Ranges 105 Copycat Shampoo Purchase Behaviour 80 Shoppers that have Tried Own Label by Category 106 Copycat Shampoo Buyers by Demographic 81 Report Summary 107 Summary 82

Tea Bags 83

Introduction 84 Shoppers that Have Tried Own Label by Range 85 Penetration of the Different Tea Bag Products 86

Copycat Products

A copycat product is an imitation (usually cheaper) of a branded competitor. It is not uncommon for the manufacturers of copycat products to use the same colour scheme, font and a similar name to a well known brand. This has been in the media spotlight of recent, it is difficult for large brands to prosecute copycat products. There is a fine line between ‘tricking’ the shopper into purchasing your product, taking advantage of an established brands success and having a similar product. The Saucy Fish Co. has just established an interim injunction against Aldi over the sale of a very similar product.


Categories & Brands

Blended Whisky

Cat Food

Crisps

Digestive Biscuits

Instant Coffee

This report has used a number of proxy categories as listed below:


Categories & Brands

Vanilla Ice Cream

Tub

Muesli

Shampoo

Tea Bags

Yoghurt

This report has used a number of proxy categories as listed below:


Shoppers that have Tried Own Label by Range

n=119

60% (of Blended Whisky buyers) say that they have tried an own label Whisky

35% have tried a Premium Supermarket Own

Label Product

43% have tried a Standard

Supermarket Own Label Product

50% have tried a Value Supermarket Own Label

Product


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Tried and don’t like

Tried

Penetration of the Different Blended Whisky Products

%

Penetration of the different Blended Whisky products

Tried in this case is a combination of ‘most common buy’, ‘also buy’

and ‘tried and don’t like’


Essential Waitrose

Quality Perception of Supermarket Ranges

Specially Selected

7.0 6.9 6.8 6.5 6.4 6.3 6.2

5.2 5.4 5.4 5.5 5.5 5.7 5.2

Supermarket Value and Premium ranges – How do they fare in terms of Quality Perception?

Average rating out of 10

Even the lowest ranking Premium range (Lidl - Specially Selected) ranks above the highest rated Value range (Waitrose - Essential Waitrose)

Value


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