Friday, 30 September 2011 13:44
Both the Tesco’s Finest and Tesco Value ranges topped a poll of 2,000 consumers, new research shows.
According to a recent study shoppers place Tesco plc's (LON:TSCO) own label ranges over those offered by other big supermarket chains such as Sainsbury's (LON:SBRY), Waitrose, and Marks & Spencer (LON:MKS).
Both the Tesco’s Finest and Tesco Value ranges topped a poll of 2,000 consumers, with Sainsbury’s Taste the Difference and Basic ranges ranked as shoppers’ second choice. Waitrose’s Value and own brand labels ranked bottom in both the premium and value ranges.
The study also revealed that 71% of shoppers see little or no difference between brands and own label products, whilst almost 60% say they are buying more own label than they did two years ago. Furthermore, only 8 per cent of consumers said they would refuse to purchase an own-label product.
Despite the increasing success of own label there are certain brands that hold an unshakable position on the nation’s shopping list. Heinz Baked Beans came out on top as the brand that consumers 'would never sacrifice' for supermarket own label, followed closely by Gillette razors, Walkers crisps, Heinz tomato ketchup and Kellogg’s cereals.
Anthony Donaldson, Head of Planning of Haygarth said: "Our research has highlighted the growing competition that brands now face. The onslaught from retailers’ own label has forced many traditional brands to re-evaluate their appeal to consumers.
The clever brands that remain in the nation’s psyche, such as Heinz, Walkers and Kellogg’s have been consistent in their communications and re-expressed the values that have made them so popular in the past. To compete with the ever popular supermarket own label market, households brands need to focus on the emotional reasons why people buy, renew their focus on clear messaging and provide inspiration for their customers."
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