When asked how they perceive own-brand goods at the supermarket, 47 per cent of the 502 consumers questioned said that they regarded own-brand as ‘the same as branded goods but differently packaged’.
A further 27 per cent of respondents commented that they believed that own-brand products were a ‘better value version of branded goods’.
Dave Flack, director of sales and marketing at Catalus, believes this is good news for retailers.
He said, “As supermarkets expand their ranges to include lines such as clothing, electrical consumables, home-wares and even financial services, opportunities for capitalising on own-brand are substantial.
“With over half of consumers recognising the value of own-brand, supermarkets can be confident that offering own-branded options for new lines will yield a positive response.”
In addition, 22 per cent of respondents to the survey said they believed that own-brand goods were a ‘cheap imitation of branded goods’, while 4 per cent didn’t agree with any of the options offered.
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