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Customers like to buy private labels

In advance: Three out of four consumers expect their preferred stores to offer private label products - for detergents as well as for regional products, according to the latest Consumer Barometer study.

Share this article Private labels are becoming an increasingly important differentiating feature for retailers: Almost every second consumer also makes their choice of shopping location dependent on the range of private labels, according to the results of the latest Consumer Barometer study by the Cologne Institute for Retail Research (IFH) and the auditing company KPMG derhandel.de presents in advance.

The specific decision as to whether a brand or a private label should be used for a product is only made by three out of four consumers in the store. However, almost every third person sometimes has problems distinguishing a trademark from a branded product. Three in four consumers expect the stores they prefer to offer private label products. Only 11 percent of consumers don't care: they only consider branded products.

A good 40 percent of consumers say that private labels offer them exceptional products that they cannot find in branded products. It is therefore hardly surprising that for almost every second person a retailer's private label range is a reason to choose one store over another, according to the study.

Special products for own brands

In addition, customers look for products with "specific added value" and find them in private label products: Four out of ten consumers state that private label products provide them with special products that they cannot find in branded products. This means that private labels are also bought by a large proportion of consumers when they shop for guests and parties (60 percent) or want to treat themselves to something (44 percent).

Nine out of ten consumers also certify that private labels have a good price-performance ratio, but also have high expectations of the products: 85 percent state that they expect the same quality from private labels. However, retailers can also meet this high expectation: More than eight out of ten consumers rate the quality of private labels as equivalent to the quality of branded products.

Detergents and regional products

When it comes to detergents, cleaning agents and cleaning agents, consumers are most interested in private labels: In this product group, 83 percent of those surveyed like to buy private labels. It is 79 percent for personal care products and 69 percent for cosmetics. But private labels also play a major role in other product groups: Consumers choose regional products (83 percent), delicatessen (73 percent), kitchen and ready-to-eat products (67 percent), organic items (67 percent) and light products ( 51 percent) mostly also private labels.

From the customer's point of view, the most popular retail brands are in the assortments of the dm drugstores. Edeka follows in second place and Marktkauf in third place. The private label range from Edeka and Marktkauf is very similar.

Worthwhile added value, clear differentiation

"Private labels have now penetrated almost all product groups. They are not only popular with consumers as a cheaper alternative to branded goods, but are also becoming increasingly important in the premium segment. This enables retailers to add value," comments Mark Sievers, Head of Consumer Markets KPMG, the results of the study.

"Offering private labels is a must in order to meet consumer expectations," adds Kai Hudetz, Managing Director of IFH Cologne. "But not only consumers but above all retailers can clearly benefit from a good range of private labels. Especially in the premium segment - which is increasingly in demand by consumers - there is an opportunity to offer your own products. This reduces comparability and increases the differentiation from competitors. "


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