DENVER, April 25, 2016 /PRNewswire/ -- The most recent issue of The Checkout, an ongoing shopper-behavior study conducted by The Integer Group® and M/A/R/C® Research, has released findings examining the motivating factors behind the new reality of private-label and the resulting implications for brands and retailers. The study also spotlights the similarities and differences in attitudes towards private-label across demographics and income brackets.
Following the recession, there was a mass migration to private-label. While the momentum has slowed, Consumer Packaged Goods (CPG) has entered a new normal in which private-label is often part of shoppers' consideration. Today, 32.2% of shoppers say they are buying more private-label brands this year, as compared to last.
"Trust" was at one time an issue; however, shoppers are becoming less likely to doubt the quality of private-label brands. And with retailers offering increased variety and tiers within their private-label offerings, brand names are starting to lose their hold. Combined with the fact that 74% of shoppers said private-label was better priced, there are fewer reasons for shoppers to stick with name brands. What was once the "cheap" option, shoppers are now seeing private-label as an inexpensive option with good enough or comparable quality.
In terms of attitudes, when looking at demographics, findings show that African-Americans, for example, deviate from the norm when choosing between name and private-label brands, expressing a stronger preference for name brands. Comparing purchasing behaviors by income, the greatest similarities are exhibited between middle-income families and the ends of the spectrum, resembling a bell curve.
About The Integer Group®
The Integer Group® (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling®, driving transaction and creating seamless brand experiences for shoppers. Integer works with a broad set of clients across several categories including retail, beverage, consumer packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has approximately 1,200 employees across the globe, including locations in Africa, Asia, Australia, Europe, the Middle East, and North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.
About M/A/R/C ® Research
M/A/R/C ® Research (www.MARCresearch.com) is a brand development firm dedicated to helping clients create, evaluate, and strengthen their brands. Our teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client's actions. We help our clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue focused solutions, support clients' brand building efforts.
SOURCE The Integer Group