supermarket own label sample extract

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Supermarket Own Label in the UK Food & Grocery Sector - 2014


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Contents

Introduction 6 Quality Perception – Brands Vs. Own Label 33Brand Architecture & Ranges 7 Barriers to Purchase by Range 34Copycat Products 8 Summary 35

Retailer Propositions 9 Crisps 36Tesco 10 Introduction 37Asda 11 Shoppers that Have Tried Own Label by Range 38Sainsbury’s 12 Penetration of the Different Crisp Products 39Morrisons 13 Quality Perception – Brands Vs. Own Label 40Premium Stores 14 Barriers to Purchase by Range 41

Copycat Crisp Products 42Primary Research 15 Copycat Crisps – Purchase Behaviour 43Categories & Brands 16 Copycat Crisp Buyers by Demographic 44Quality Perception 18 Summary 45

Blended Whisky 19 Digestive Biscuits 46Introduction 20 Introduction 47Shoppers that Have Tried Own Label by Range 21 Shoppers that Have Tried Own Label by Range 48Penetration of the different Blended Whisky products 22 Penetration of the Different Digestive Products 49Quality perception – brands vs. own label 23 Quality Perception – Brands Vs. Own Label 50Barriers to Purchase by Range 24 Barriers to Purchase by Range 51Copycat Spirit Products 25 Copycat Biscuits 52Copycat Spirits – Purchase Behaviour 26 Copycat Biscuits – Purchase Behaviour 53Copycat Spirit buyers by Demographic 27 Copycat Biscuit Buyers by Demographic 54Summary 28 Summary 55

Cat Food 29 Instant Coffee 56Introduction 30 Introduction 57Shoppers that Have Tried Own Label by Range 31 Shoppers that Have Tried Own Label by Range 58Penetration of the Different Cat Food Products 32 Penetration of the Different Instant Coffee Products 59


Contents

Quality Perception – Brands Vs. own Label 60 Quality Perception – Brands Vs. Own Label 87Barriers to Purchase by Range 61 Barriers to Purchase by Range 88Summary 62 Summary 89

Muesli 63 Vanilla Ice Cream (Tub) 90Introduction 64 Introduction 91Shoppers that Have Tried Own Label by Range 65 Shoppers that Have Tried Own Label by Range 92Penetration of the Different Muesli Products 66 Penetration of the Different Vanilla Ice Cream Product 93Quality Perception – Brands Vs. Own Label 67 Quality Perception – Brands Vs. Own Label 94Barriers to Purchase by Range 68 Barriers to Purchase by Range 95Copycat Cereal Products 69 Summary 96Copycat Cereal - Purchase Behaviour 70Copycat Cereal Buyers by Demographic 71 Yoghurt 97Summary 72 Introduction 98

Shoppers that Have Tried Own Label by Range 99Shampoo 73 Penetration of the Different Yoghurt Products 100Introduction 74 Quality Perception Brands Vs. Own Label 101Shoppers that Have Tried Own Label by Range 75 Barriers to Purchase by Range 102Penetration of the Different Shampoo Products 76 Summary 103Quality Perception – Brands Vs. Own Label 77Barriers to Purchase by Range 78 Summary 104Copycat Shampoo Products 79 Quality Perception of Supermarket Ranges 105Copycat Shampoo Purchase Behaviour 80 Shoppers that have Tried Own Label by Category 106Copycat Shampoo Buyers by Demographic 81 Report Summary 107Summary 82

Tea Bags 83Introduction 84Shoppers that Have Tried Own Label by Range 85Penetration of the Different Tea Bag Products 86


Copycat Products

A copycat product is an imitation (usually cheaper) of a branded competitor. It is not uncommon for the manufacturers of copycat products to use the same colour scheme, font and a similar name to a well known brand. This has been in the media spotlight of recent, it is difficult for large brands to prosecute copycat products. There is a fine line between ‘tricking’ the shopper into purchasing your product, taking advantage of an established brands success and having a similar product. The Saucy Fish Co. has just established an interim injunction against Aldi over the sale of a very similar product.


Categories & Brands

Blended Whisky Cat Food Crisps Digestive Biscuits Instant Coffee

This report has used a number of proxy categories as listed below:


Categories & Brands

Vanilla Ice Cream Tub

Muesli Shampoo Tea Bags Yoghurt

This report has used a number of proxy categories as listed below:


Shoppers that have Tried Own Label by Range

n=119

60% (of Blended Whisky buyers) say that they have tried an own label Whisky

35% have tried a Premium Supermarket Own Label Product

43% have tried a Standard Supermarket Own Label Product

50% have tried a Value Supermarket Own Label Product


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Most Common BuyAlso BuyTried and don’t likeTried

Penetration of the Different Blended Whisky Products

%

Penetration of the different Blended Whisky products

Tried in this case is a combination of ‘most common buy’, ‘also buy’

and ‘tried and don’t like’


EssentialWaitrose

Quality Perception of Supermarket Ranges

SpeciallySelected

7.0 6.9 6.8 6.5 6.4 6.3 6.2

5.2 5.45.4 5.5 5.5 5.75.2

Supermarket Value and Premium ranges – How do they fare in terms of Quality Perception?

Average rating out of 10

Even the lowest ranking Premium range (Lidl - Specially Selected) ranks above the highest rated Value range (Waitrose - Essential Waitrose)

Value


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supermarket own label sample extract

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