Ipsos Marketing - Global Consumer Views
Consumers See Little Difference between National and Store Brands
Consumers from around the world feel strongly that store brands are the same as, or better than, national brands at providing a variety of benefits. This is the latest finding from a study conducted by Ipsos Marketing, Consumer Goods. While store brands have built their foundation on distinguishing themselves as a good value in terms of low cost, the study suggests that consumers believe store brands provide much more than that.
At least 80% of global consumers indicated that store brands are the same as or better than national brands on many dimensions, most notably meeting their needs, offering convenience, being good for their families, caring about the environment and exuding trust.