Shoppers feel some store brand items are just as good as national brands

Articles
July 09, 2009

Shoppers feel some store brand items are just as good as national brands

In today’s economy, retailers are seeing value conscious consumers turn to store brands more. In fact, in the quarter ending May 23rd, 2009, Chief Executive David Dillon said sales of Kroger's store-brand products made up 35% of all units sold in the quarter, while sales of national name-brand groceries declined slightly. In a SupermarketGuru.com quick poll, conducted last month, we asked our readers on the consumer side to tell us which items in the supermarket they found to be equal or better than their national brand counterparts. Out of the 12 items listed, a majority of our readers think that half of these store brand items offer quality equal or better than national brands. Here are the results:

In today’s economy, retailers are seeing value conscious consumers turn to store brands more. In fact, in the quarter ending May 23rd, 2009, Chief Executive David Dillon said sales of Kroger's store-brand products made up 35% of all units sold in the quarter, while sales of national name-brand groceries declined slightly.

In a SupermarketGuru.com quick poll, conducted last month, we asked our readers on the consumer side to tell us which items in the supermarket they found to be equal or better than their national brand counterparts. Out of the 12 items listed, a majority of our readers think that half of these store brand items offer quality equal or better than national brands. Here are the results:

Which of the following store brand products do you feel are equal or better than their national brand counterparts? (check all that apply)
 

Milk 80%
Eggs 75%
Frozen vegetables 75%
Butter/margarine 70%
Ice cream/novelties 53%
Frozen potatoes/fries 52%
Refrigerated orange juice 48%
Yogurt 45%
Frozen pizza 35%
Frozen seafood 32%
Frozen bread/dough 31%
Frozen dinners/entrees 24%


In the 44th annual Western Michigan Food Marketing Conference, executive forum, Phil Lempert addressed store brands in the wake of today’s economy with five key retailers: Jim Wright, Chairman, President and C.E.O of Tractor Supply, Mike Jackson President and Chief Operating Officer of Supervalu and Chairman of NGA, Mark Batenic, Chairman, President and C.E.O of IGA USA, Alex Miller President of Daymon Worldwide, and Craig Sturken, Executive chairman of Spartan stores.

To read this interview, click here.