Archive for April 9th, 2010

Globally, consumers feel strongly that store brands are as good as, or in some cases, better than, national brands.  That’s a key finding from a recently completed 23-country survey compiled by Ipsos Marketing.  According to the report:

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.

Further, Gail Aitchison, President of Ipsos Marketing, Global Shopper & Retail Research, says:

“The level of trust in store brands across many different product areas at a time of distrust in other sectors like banking may mean that shoppers may be less likely to return to more expensive brands in the future unless the benefits really outweigh the cost – and these will tend to be emotional benefits rather than functional benefits.”

The report also suggest that national brands still maintain an edge in “packaging, innovation, uniqueness and quality.”

Download the executive summary of the report here. Hat tip to Adweek.