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Deloitte: Store brands gain ground over national brands


New York -- Consumers have “no regrets” when it comes to dropping national food, beverage and household brand names from their shopping lists. In fact, nine-in-10 shoppers stick to store brands. Those are among the findings of a new survey Deloitte.

According to Deloitte’s American Pantry Study, 88% respondents say they have found several store brands that are just as good as national brands and that allow them to feel as though they are saving money without giving up anything.

“National brands are pressured on all sides, from persistent consumer frugality and low brand loyalty to rival and store brand competition,” said Pat Conroy, vice chairman, Deloitte LLP and U.S. Consumer Products leader. “While consumers initially resented buying less-expensive products out of necessity a few years ago, they have changed their tune. They have shifted from a feeling of settling for lower-priced brands to settling in to store brands distinguished by high quality.”

Across 28 of the 30 CPG (consumer packaged goods) categories studied, Deloitte found that most consumers perceive store brand quality to be the same or better in most of them. Consumers find the highest private label quality in categories such as bottled water, tabletop disposable paper products, food storage, deli meats, condiments and salty snacks.

However, year after year, the study shows certain categories where consumers remain committed to their national brands and less likely to switch, even despite price increases, including beer, pet foods, soft drinks and coffee.

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