Building Brands in an
Own-Label Environment
~A shopper perspective
Consumer Insights Team, Bord Bia
March 2015
Growing the success of Irish food & horticulture
AGENDA
Page
1.
2.
3.
4.
5.
6.
7.
The Study
3
Role of own-label in shopping
8
Shopper profile for own-label
28
Category dynamics
41
The balancing act
130
Implications for brand-building
140
Appendix
144
1.
THE STUDY
3
The Study
 Paired depth-shopper safaris
 Interview
 Store visit
 Reflective interview
4
The Study
 Online study – 1,000 grocery shoppers
• ‘Belts & braces’ understanding
• Clarity on OB : Brand for 8 categories
 Visual assessment of shopper response
• Own-label shelf in-store
5
Analysis of Sample
(Base All Adults 18+ Household Shoppers n=1034)
Sex
%
Male
49
Age
%
18-24
11
25-34
21
35-44
Female
51
Social
Class
%
AB
14
Dublin
18
C1
28
Rest of
Leinster
26
C2
21
Munster
28
DE
31
Conn./
Ulster
28
21
45-54
17
55-64
14
65+
Region
%
16
F
6
6
The Categories
The following eight categories were included in the study:
 Tea
 Chilled Ready Meals
 Milk
 Porridge
 Sauces & Relishes
 Cheddar Cheese
 Gluten Free
 Cooked Sliced Ham
7
2.
THE ROLE OF OWN-LABEL
IN SHOPPING
8
Volume share
In volume share, we see Own Label share of Total Food has grown from 42.0% at the end of
2010, to 48.4% at the end of 2014 – a big increase over a four year period.
Total Food
2010
2011
2012
2013
2014
Branded
47.3
45.9
44.0
42.5
39.7
Own-label
42.0
43.6
44.5
46.1
48.4
Source: Kantar
9
Branded vs Own Label Share: Category
% BRAND
SHARE
% OL
SHARE
87.9%
12.1%
79.1%
20.9%
70.8%
29.2%
47.3%
52.7%
Mineral Water
43.2%
56.8%
Total Food
39.7%
48.4%
Total Cheese
39.9%
60.1%
Fresh Fish
26.2%
73.8%
Hens Eggs
24.1%
68.8%
Fresh Poultry
22.0%
78.0%
Fresh Meat
14.2%
72.8%
By categories the level of own
label share varies quite a bit;
2014
from those that are dominated
Crisps
by manufacturer brands, such
as: crisps, chocolate
Chocolate Confectionery
confectionery, baked beans,
sausages and mineral water; to Baked Bean
those that are dominated by
Fresh Sausages
own label: cheese, meat and
fish, and eggs.
Source: Kantar
10
The evolution of Own Label
In most categories Own Label has shaken it up for shoppers and has changed how
manufacturer brands operate to compete.
Own label brands are no longer viewed simply as low-cost alternatives to
manufacturer brands; they’re increasingly high-quality products that fulfil consumer
needs across a variety of price points.
11
Reaction to Retailers Own Brand Offerings
(Base All Adults 18+ Household Shoppers n=1034)
Q.9a Looking at this list of stores in which you shop regularly, can you please select the
statement that best describes your view of their range of “own brand” products in general?
I prefer to see
regular brands
Some retailers
and own brand Some retailers
have removed
options side by have too many too many regular
side on the shelf
own brand
brands to make
so I can easily products on their space for own
compare prices
shelves
brand options
%
%
%
Strongly agree
29
52
Agree somewhat
Somewhat disagree
Disagree strongly
I have found
As long as there
myself avoiding
I question the
are a couple of
stores because quality of stores regular brands
they have too
that have too
alongside the
many own brand many own brand
own brand
products in place options on their options I don't
of regular brands
shelves
mind
%
%
%
36
1
12
10
32
33
10
6
16
52
29
7
11
31
31
16
11
36
31
3
21
37
NET: Agree
NET: Disagree
Don’t know
88
8
3
44
48
8
44
43
14
22
73
5
38
53
9
81
14
5
13
Attitudes Among those who visit Stores
(Regularly/Most Often)
Q.10 Looking at this list of statements that other people have made about various
grocery stores, can you please select the stores to which you feel each of these
statements applies, if any?
(Base All Adults 18+ regularly visiting stores)
They tend to
have all the
brands I like in
one place
The own brand
products they
offer are great
quality
I would prefer
if they had a
better range of
regular brands
available
I have noticed
their ownbrand
products a lot
more recently
Their ownThey lead the
brand options way when it
are great value comes to own
for what you
brand
get
products
%
%
%
%
%
%
%
40
22
44
18
33
51
39
32
28
None of these
think they
focus too
much on their
own-brand
products
35
14
36
19
14
39
18
60
24
22
27
60
39
19
41
23
39
22
34
14
Description Of Own Brand In Store
(Base: All who visit shop regularly)
Total
%
Way too much
A little too much
5
Q.9a Looking at this list of stores in which you shop regularly, can you please select the
statement that best describes your view of their range of “own brand” products in general?
A Local
Independent
Supermarket
%
%
%
%
%
5
6
10
6
3
17
14
Just the right mix
58
Not quite enough
Not enough at all
12
4
%
2
23
22
10
14
16
65
67
62
51
56
52
10
2
16
13
8
4
8
16
1
3
5
5
%
%
2
4
19
19
49
%
Other
Convenience
Store
Other
%
%
4
4
3
5
3
6
40
31
41
53
24
20
21
21
6
11
15
8
8
21
NET: Not Enough 16
NET: Too Much 21
Don’t know
5
Mean Score
12
20
3
3.11
17
13
3
2.97
19
16
4
2.96
19
27
3
3.13
12
28
4
3.19
13
29
7
3.18
23
21
6
2.92
30
23
7
2.91
31
8
30
2.57
42
8
9
2.42
30
9
8
2.72
15
Description Of Own Brand In Store - Brandies
(Base: All who visit shop regularly)
Q.9a Looking at this list of stores in which you shop regularly, can you please select the statement that
best describes your view of their range of “own brand” products in general?
Total
%
A Local
Independent
Supermarket
%
%
%
%
Way too much
A little too much
6
22
1
19
5
12
1
19
Just the right mix
54
61
70
68
Not quite enough
7
2
3
2
6
1
0
5
%
%
%
8
9
-
31
32
34
11
%
-
%
Other
Convenience
Store
%
38
17
- 5
54
45
40
45
8
3
7
3
4
3
7
4
Other
%
32
0
20
-
7
29
37
12
6
23
Not enough at all
-
4
52
36
13
5
NET: Not Enough
NET: Too Much
Don’t know
Mean Score
28
9
9
30
5
4
3.37
16
7
7
3.15
20
5
7
3.17
28
11
7
3.27
39
10
6
3.36
41
8
11
3.45
34
11
10
3.21
38
20
10
3.20
5
18
48
2.63
7
36
20
2.48
4
41
3
2.56
16
Description Of Own Brand In Store - Ownies
(Base: All who visit shop regularly)
Q.9a Looking at this list of stores in which you shop regularly, can you please select the statement that
best describes your view of their range of “own brand” products in general?
Total
%
%
%
%
%
%
%
%
8
Way too much
A little too much
3
10
4
8
Just the right mix 61
2
4
3
9
61
62
54
Not quite enough
Not enough at all
20
4
17
6
29
27
2
6
A Local
Independent
Supermarket
%
% Other
Other
Convenience
%
Store
%
1
15
3
13
55
69
66
51
7
8
6
7
8
20
23
15
10
30
-
5
2
7
12
5
42
40
-
7
-
31
39
-
6
27
28
22
28
NET: Not Enough 13
NET: Too Much 23
Don’t know 3
Mean Score
12
6
24
31
3
1
2.88 2.74
12
34
16
16
7
19
5
33
7
14
16
35
33
27
1
1
3
7
6
28
2.77 3.38 2.97 2.94 2.58 2.82 2.69
7
56
27
6
34
2.17 2.26
17
Breakdown of Attitudes to Retailers
(Base All Adults 18+ Household Shoppers n=1034)
Lead the way in Own Brand
47%
33%
34%
Focus too much on Own Brand
21%
11%
12%
Noticed a lot more recently
39%
42%
33%
All among regular store shoppers
18
From the Qualitative Research….






Tesco believed to lead the way in OB availability across all ranges
Started at cheaper/ poorer quality but had come a long way from this
Availability in all areas - all foods, wine, vitamins etc.
Finest was the first high end range - now matched (and in some cases
bettered) by premium OB ranges elsewhere
But some push back in standard ‘everyday’ ranges where own label
dominates, e.g. pasta
Good own-brand experiences when positive result in a loyalty that exceeds
that of traditional brands…
19
Retailers must balance the ratio between own
brand and branded options.
Stores are
pushing own
brands too
much
39%
On average
stores have just
the right
amount of own
brand options
59%
I would hate to
see brands
disappearing
due to own
brands
74%
(Base All Adults 18+ Household Shoppers n=1034)
20
Getting the right mix
(Base All Adults 18+ Household Shoppers n=1034)
Disagree Agree
%
%
“Some retailers have too many
OB products”
48
“Some retailers removed too
many brands for OB”
43
“I question the quality of retailers
with too many OB options”
“I have found myself avoiding
stores… too many OB”
44
73
44
53
38
22
21
Perception of Stores level of Own Brand options…
%
%
20
Too much
Own Brand
Right Mix
Not enough
Own Brand
13
67
67
%
%
28
29
%
%
21
23
49
40
16
62
12
17
%
19
51
56
12
13
23
30
For most regular shoppers The Balance is Right
22
Brands which don’t offer something more will struggle
If you try it and its just as good but it costs a lot
less, why would you pay extra for the big brand?
If you try it and its just as good but it
costs a lot less, why would you pay
extra for the big brand?
I don’t care
about
brands really
(53%)
23
“I don’t care about brands really”
The age profile of those
agreeing that they do not care
about brands is concerning younger shoppers have less
brand allegiance.
If the marketing adage of ‘get
them young and they will stay
with you’ is true, brands are in
trouble.
Two in three of all 18-24 year
olds agree they don’t care
about brands, while this figure
more than halves for the 65
year olds and older.
24
Attitudes To Own Brand Products
Q.14 Some stores offer products that carry the retailer’s name, or “own brand”
products. For each of these can you please tell me the extent to which you agree or
disagree.
(Base All Adults 18+ Household Shoppers n=1034)
When I buy own I love it when
brand options
own brand
Most own brand
I always feel that
options are
product's quality
I am getting a available for the is just as good as
good deal
products I buy
regular brands
%
%
%
Even though
certain products I love special
are available in a promotional
offers for
I feel good when I
number of
products
and
shop smartly; different brands,
often choose
and own brand I always tend to
what's on offer
options are a
buy the same regardless of the
smart option
brand
brand
%
%
%
Strongly agree
22
27
25
29
20
30
Agree somewhat
53
47
47
46
51
44
Somewhat disagree
Disagree strongly
15
3
16
3
18
5
14
4
20
4
17
5
72
23
5
2.96
75
19
6
3.06
71
25
4
2.91
75
22
4
3.04
NET: Agree
NET: Disagree
Don’t know
Mean Score
75
18
7
3.01
74
19
7
3.06
25
Attitudes To Own Brand Products
(Base All Adults 18+ Household Shoppers n=1034)
Q.14 Some stores offer products that carry the retailer’s name, or “own brand”
products. For each of these can you please tell me the extent to which you agree or
disagree.
Own brand
I would hate to
I tend to buy
options I've I would buy more I think stores are
see brands
stores “own
I am buying more bought in the own brand goods pushing their
disappearing brand” products
own brand
own brand
past have lived if a better range
because of own
when I can, I
options
up to my
brands taking don’t care about
was available
products too
where I shop
much
nowadays
expectations
over
brands really
%
%
%
%
%
%
Strongly agree
27
28
20
38
17
10
Agree somewhat
44
52
Somewhat disagree
Disagree strongly
17
6
14
4
48
19
4
30
36
36
37
14
6
31
11
12
NET: Agree
NET: Disagree
Don’t know
Mean Score
72
23
5
3.00
79
17
4
3.06
68
23
9
2.96
39
48
12
2.43
74
19
6
3.14
53
43
4
2.62
26
3.
SHOPPER PROFILE FOR
OWN-LABEL
27
Own brand has come a long way
Packaging cues mimic the
original brand/ category
‘they are made in the
same place ‘ more readily
accepted
Initial visual
impressions cheap and nasty,
inferior quality
Own Brand now exceeding
brand offer in some areas
(eg ready meals)
Adding a new and welcome
dimension to grocery retail
High end
quality
Improved range
and quality
‘Yellow pack’
 In addition, the economic climate and growing acceptability of Aldi/ Lidl offer
(underpinned by Irish sourcing message) have all improved the perception of PL
28
Why has Own Brand grown?
Historical stigma has lessened; now a smart choice for most.
Choice has grown considerably with tiered quality offerings; now an exciting and
innovative dimension to the grocery sector
The quest for value for money remains; shoppers have learned from the
downturn
Own Brand Quality has improved and in some areas (e.g. Ready Meals and
Relish/ condiments) has outflanked mainstream brands
Word of Mouth fuelling growth
“Its just the same thing with a different label”
Own Brand has yet to catch-on in many grocery categories that are less commoditised
with really strong traditional brands (e.g. porridge, tea)
29
Shopper Segmentation on attitudes to Own
Brand
 Our study segmented shoppers into three groups:
• ‘Ownies’ – those that will always choose own label when
possible;
• ‘Pragmatists’ - shoppers who have a balanced basket,
featuring a mix of Own Brand and Manufacturer Brands;
• ‘Brandies’ – shoppers that are strongly oriented towards
manufacturer brands.
30
Branded vs Own Brand Products
(Base All Adults 18+ Household Shoppers n=1034)
Q.9
When you are grocery shopping, most types of food and drink have both “own brand” options and
regular brand options. In general when this choice is available, where would you place yourself on this
continuum?
I tend to go for branded options,
even if they cost more
%
9
(+4)
(+3)
4
(+2)
9
(+1)
14
9
(-1)
11
(-2)
11
(-3)
12
(-4)
8
I go for retailer's Own Brand
options when they are available
14
Score distribution was divided into tertiles, with the
upper tertile defined as Brandies, the middle as
Pragmatists and the bottom tertile as Ownies.
NET: Brandies
23%
NET: Pragmatists
44%
NET: Ownies
34%
31
For 8 in 10, own brand features in their basket
(Base All Adults 18+ Household Shoppers n=1034)
“I go for retailer
own brands
where I can”
“I go for brands
even if they cost
more”
0
34%
44%
Ownies
23%
Pragmatists
Brandies
Ownies
50
45
40
35
30
25
20
15
10
5
0
37
37
Brandies
37
32
32
25
18-24
25-34
35-44
45-54
Age Group
55-64
65+
50
45
40
35
30
25
20
15
10
5
0
37
13
18-24
17
18
25-34
35-44
23
45-54
28
55-64
65+
Age Group
There is a higher emphasis on own brand especially for younger consumers. The
challenge for brands now is to tackle this problem as it is likely to continue to grow as
these consumers get older.
33
Those with kids are more likely to buy own brand
(Base All Adults 18+ Household Shoppers n=1034)
“I go for retailer
own brands
where I can”
Ownies
ANY
KIDS?
45%
0
34%
44%
Ownies
Pragmatists
23%
“I go for brands
even if they cost
more”
Brandies
Pragmatists
Brandies
43%
36%
34
72%
Buying more Retailer
Own-Brand nowadays
35
Own Brand Is Here To Stay!
Own Brand:
A Smart
Option
Own Brand:
A Good Deal
Own Brand:
Buy More
Nowadays
75%
75%
72%
Agree
Agree
Agree
36
... As a consequence brands are under pressure
I don’t care about
brands really
53%
Agree
70
66
67
57
60
52
46
50
40
Who?
30
30
20
10
0
18-24
25-34
35-44
45-54
55-64
65+
Age Group
37
Own Brand can command loyalty
 Own-brand experiences when positive result in a loyalty
that exceeds that of traditional brands….
• Milk Own Brand loyalty the highest in the market with one
third of buyers saying it the ONLY option they would
choose
• Qualitatively the argument is simple…. “If you try it
and its just as good but it costs a lot less, why would
you pay extra for the big brand?”
38
4.
CATEGORY DYNAMICS
39
The Categories
The following eight categories were included in the study:
 Tea
 Chilled Ready Meals
 Milk
 Porridge
 Sauces & Relishes
 Cheddar Cheese
 Gluten Free
 Cooked Sliced Ham
40
Acceptance of Own Brand Differs by Category
(Base: All buying product regularly)
Tea
%
Sliced
Relishes/ Cooked
Ham
Porridge Sauces
%
%
%
Gluten
Free
Bread
%
Cheddar
Cheese
%
62
61
Chilled
Ready
Meals
%
Milk
%
77
67
66
65
53
% Prefer
Brands
% Prefer
Retailer Own Brands
38
21
31
31
34
30
37
43
60
Excludes Don’t Know so some do not add to 100%
41
Statement that best describes preferred choice
Q.11 Looking at this specific list of products which you buy regularly, can you please select the
statement that best describes your preferred choice when you are buying these products?
(Base: All buying product regularly)
Total
%
I only ever buy a
regular brands
27
Milk
%
18
Chilled
Cheddar Relishes/ Ready
Meals
Cheese Sauces
%
%
%
22
13
27
PreCooked Porridge
Sliced Oats/Hot
Gluten
Ham
Cereal
Free
%
%
%
22
24
43
20
I prefer a brands, but I
sometimes buy a stores
own brand
42
39
30
I only ever buy
stores own brand
8
NET: Top Two Box
NET: Bottom Two
Box
Don't know
59
38
2
25
31
15
38
25
45
I usually buy
stores own brand
52
40
39
32
Tea
%
25
36
29
24
23
17
6
7
7
5
7
7
4
38
61
66
53
65
67
62
77
60
2
37
2
31
3
43
4
34
1
31
2
30
8
21
2
42
Do regular category shoppers feel there is enough
own brand choice?
(Base: All buying product regularly)
Milk
%
Want more
Own Brand
Just Right
Want less
Own Brand
Cheese
%
19
18
67
66
10
12
14
74
7
Cooked
Ham
%
Tea
%
15
Relishes/ Chilled
Porridge Sauces Meals
%
%
%
18
Gluten
Free
%
29
29
37
22
63
59
54
50
16
16
17
16
23
Sense of equilibrium in the current mix
43
Why Choose Own Brand
(Base: All buying product regularly)
Q.12 For each of these products for which you prefer to choose retailers “Own
Brand” options, why is this? You may choose as many or as few reasons as you like.
Chilled
Cheddar Relishes/ ready
cheese sauces
meals
%
%
%
Prepacked
cooked Porridge
sliced oats / hot Gluten Traditional
ham
cereals
free
tea
%
%
%
%
TOTAL
%
Milk
%
76
80
82
67
67
79
70
57
74
55
69
59
40
36
44
47
49
48
63
61
69
67
58
61
63
59
69
6
2
7
6
7
8
14
9
7
15
6
20
24
19
18
13
20
16
5
3
4
5
9
6
9
15
5
11
6
13
14
19
13
21
13
7
3
1
3
6
7
4
7
10
3
To get extra store points/loyalty rewards
5
5
4
7
9
7
7
6
3
Other
1
1
0
1
-
2
-
2
3
Don't know
1
1
-
2
1
2
-
3
1
They are much more affordable than
regular brands
I think it's exactly the same as the
branded alternative
The quality is really good
They were recommended to me by
friends or family
I actually think it tastes better than the
main brands
They have a specific type of this product
that regular brands don't
They have a better range of options
available
The brand I like is often not available
45
Why Choose Branded
(Base: All buying product regularly)
They are much more affordable than
retailer's own brands
The quality is really good
They were recommended to me by
friends or family
I think it tastes better than the retailer's
own brand
They have a specific type of this product
that retailer's own brands
They have a better range of options
available than retailer's own brand
The retailer's own brand alternative is
often not available"
They are often on promotion, so I buy the
one on promotion
If I could get a own brand version I would
choose that"
Other reason
Don't know
Q.13 And for each of these products for which you prefer to choose Regular Brand
options, why is this? You may choose as many or as few reasons as you like.
Cheddar Relishes/
cheese sauces
%
%
Chilled
ready
meals
%
Prepacked
cooked Porridge
sliced oats / hot Gluten
ham
cereals
free
%
%
%
Tradition
al tea
%
TOTAL
%
Milk
%
15
72
15
73
18
75
14
72
14
63
17
72
14
73
14
61
11
72
10
7
8
15
11
7
10
21
9
51
43
55
54
32
55
57
38
57
15
13
15
19
17
12
13
17
14
16
14
20
18
19
19
12
16
13
7
6
5
8
12
4
7
16
5
20
9
26
22
26
31
10
14
17
9
3
1
11
6
2
8
4
1
9
1
1
14
3
2
9
3
1
6
5
2
12
2
2
8
4
2
46
1. FRESH MILK
47
Milk At A Glance
(Base: All Regular Milk Buyers; n=963
Top 3 Choice Drivers
Favour
Brands
Based on claimed reasons for choosing among buyers
39
61
Prefer
Brands
Favour own
label
(+24% vs
average)
Brands
Good
quality
Prefer
Own Label
Tastes
better
Range
Male
51
Male
48
Female
49
Female
52
Own Label
81
43
80
Affordable
Just the
same
69
Good
quality
14
Sex
61
Preference among shoppers
for an even mix of own label
and regular brands on-shelf
Top Equity Gaps
35
55+
29
35-54
35
35-54
39
18-34
31
18-34
33
55+
Age
Own brands match or beat regular brands
Smart choice +17
For people like me =
Regular brands beat own brands
Yes
41
Yes
45
No
55
Kids
No
59
Really high quality
Advantage (re benefit)
Worth paying more fore
+26
+12
+23
• Milk the most own brand
oriented category tested.
• 74% believe the current mix
of branded vs. OB is just
right.
• Considered more
commoditised “milk is
milk”.
• Brands need to fight back
with innovation and added
value.
48
Category Analysis: MILK
Why?
Favour Own Brand
MILK
Affordability
80
69
Same as branded
60%
(Among Milk Buyers)
Quality is great
61
Taste even better
6
Better range
6
49
Among buyers
Price is the main driver but not the only one…
I believe they
are just the
same
(Average)
Milk – 69%
Cheese – 59%
Gluten Free – 49%
49%
72%
Tea – 48%
Porridge – 47%
Cooked Ham – 44%
Believe
“Most” Own
Brand quality
is as good as
brands
Relishes & Sauces – 40%
Chilled Ready Meals – 36%
50
Why buy brands then? MILK
Why?
Favour Branded
MILK
Quality great
73
Better taste than Own
Brand
38%
(Among Milk Regulars)
43
Better range
14
Specific product
13
If I could get Own Brand I
would
11
Among those milk buyers who choose branded options the reason is a perceived Quality
and Taste advantage….. For the one in eight, a specific product or range from a brand are
better than Own Brand. This highlights a need for innovation in the Branded sector.
51
Brand/Product Statements - Milk
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
NET: NET:
Avonmore
Supervalu
ANY ANY
Super
Signature
Tesco Dunnes
TOTAL Brand PL Avonmore
Milk
Premier Supervalu
Range
Tesco Finest Store
It's a brand for people like me and my
family
20
38
38
26
20
14
20
8
30
19
22
Offers a real advantage over other brands
12
35
23
15
21
5
7
5
15
9
12
Is a really high quality brand
21
52
26
36
30
20
15
12
17
10
13
Is worth paying more for
11
37
14
17
22
7
8
4
8
4
5
It's not a brand I would consider
18
30
41
11
17
20
15
22
19
25
24
I would recommend this brand to friends
and family
18
42
36
27
22
12
17
10
24
15
17
It is a smart choice for shoppers
19
26
49
16
13
9
30
10
39
18
29
I will buy this more in the future
12
29
27
17
13
7
13
4
17
10
16
It's the best brand out there
8
34
11
16
12
5
4
2
5
5
4
None of these
37
55
57
33
33
46
36
51
30
34
34
52
“Share of” Brand/Product Statements - Milk
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a brand Offers a real
Is a really
for people advantage
high quality
like me and over other
brand
my family
brands
%
%
%
Brand
51
49
PL
I would
recommend
It's not a
It is a smart
Is worth brand I would this brand to choice for
friends and
paying
consider
shoppers
family
more for
%
%
%
%
73
75
66
57
41
52
55
68
45
32
27
It's the best
brand out
there
%
34
43
59
I will buy
this more
in the
future
%
48
25
53
Finding the right balance – Milk
OB Right Mix of
Level OL/Brands
Perfect range
from which to
choose
Would put me
off shopping
there
Low
32%
31%
25%
Med
34%
38%
10%
High
24%
20%
15%
(51% None of these)
On balance, shoppers are comfortable with level of own label currently available.
54
Milk: Equity Battle
Any Private
Brand Endorsed
%
For Me (affinity)
38
Advantage over others
37
Brands
Brands
26
Brands
14
26
29
Who Wins?
=
23
52
Worth more
Momentum (will buy more)
38
35
Really high quality
Smart choice
Any Retailer
Brand Endorsed
%
49
27
O.B.
=
55
Milk Correspondence Map
Here we see a correspondence map whereby in shoppers’ minds SuperMilk sits way ahead of all
competitors across all attributes, and is the only one that ‘Offers a real advantage over other brands’;
is worth paying more for’ and ‘I would recommend this brand to family and friends’.
2
Avonmore Super Milk
1
Dunnes Stores
Tesco
Tesco Finest
Offers a real advantage
over other brands
Is worth paying more for
I would recommend this
brand to friends and family
It is a smart choice
for shoppers
It's a brand for people like
me and my family
0
Is a really high quality brand
Supervalu
Avonmore
Supervalu
Signature Range
-1
-2
Premier
-3
-3
-2
-1
0
1
2
3
56
2. CHILLED READY MEALS
57
Ready Meals At A Glance
(Base: All Regular Ready Meals Buyers; n=208)
Top 3 Choice Drivers
Based on claimed reasons for choosing among buyers
Favour
Brands
55
Prefer
Brands
Male
59
45
Favour own
label
+7% vs
average
Prefer
Own Label
Male
61
Sex
Female
55+
Age
35-54
18-34
Yes
41
16
47
37
60
Female
55+
35-54
18-34
Yes
39
40
No
Good
quality
Tastes
better
Often on
promotion
63
32
26
Own Label
67
Affordable
58
Good Quality
Exactly the
same
36
Own Brand are more endorsed than Brand
40
Smart choice +26
for Own Brand
38
50
50
Preference among
shoppers for more own
brand than regular brands
on-shelf
Top Equity Gaps
22
Kids
No
Brands
Regular brands just beat own
brands
Momentum
Affinity
+13
+8
• 50% believe the current
mix of branded v OB is
just right.
• 29% want more own
brand label chilled ready
meals
• Less brand loyalty evident
as shoppers are open to
trying new variants
• Own brand really strong in
this category and buyers
want more own brand
58
Category Analysis: CHILLED READY MEALS
Favour Own Brand
CHILLED READY MEALS
Why?
Affordability
67
Quality is great
43%
(Among Chilled Ready
Meal Buyers Regularly)
58
Same as branded
36
Better quality
19
Better range
19
59
Category Analysis: CHILLED READY MEALS
Favour Branded
CHILLED READY MEALS
Why?
63
Quality great
32
Tastes better than Own Brand
53%
(Among Chilled Ready
Meals Regulars)
26
Often on promotion
Better range
19
Specific type of this product
that own brand don’t have
17
If I could get Own Brand I
would
14
60
From the Qualitative Research….
 Strong own label offering here – in many stores
the OB offer is leading the field in quality and
range (especially ethnic and new Gastro tastes)
 High end OB mimicking M&S quality and
packaging:
•
Dine in Deals offer real value that is relevant and
contemporary….and is unmatched by a branded offer.
 Performance of OB here has helped to lift the
profile and perceptions of these high end ranges
across the store.
I love that SuperValu deal of dinner,
veg and dessert…it very tasty and
really good value. It’s better value to
buy it all together!
61
Brand/Product Statements - Chilled Ready Meals
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
Carrol
Superval
NET:
ls
u
Tesco
Bran NET: Cuisin Bombay Cully Superval Signature
Fines Dunne
TOTAL d
PL
e
Pantry & Sully
u
Range Tesco t s Store
It's a brand for people like me and my
family
26
46
54
19
23
29
22
28
31
32
29
Offers a real advantage over other brands
15
34
36
13
13
18
12
15
20
23
11
Is a really high quality brand
21
48
41
24
20
30
17
21
14
25
16
Is worth paying more for
15
44
30
13
17
24
12
12
11
18
10
It's not a brand I would consider
18
42
32
18
24
18
14
18
13
15
18
I would recommend this brand to friends
and family
27
50
52
24
23
30
21
27
31
34
24
It is a smart choice for shoppers
18
31
47
12
11
19
13
23
28
30
20
I will buy this more in the future
19
34
47
13
13
18
18
24
24
24
22
It's the best brand out there
8
28
21
7
8
13
4
7
9
9
5
None of these
28
47
42
33
33
29
31
27
25
16
25
62
Brand/Product Statements – Chilled Ready Meals
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a brand
Offers a real Is a really
for people
high
advantage
like me
quality
over other
and my
brand
brands
family
%
%
%
46
48
57
Is worth
paying
more for
%
59
I would
It's not a recommend
It is a
this
brand
to
brand I
smart
friends and choice for
would
family
consider
shoppers
%
%
%
56
48
38
I will buy
this more It's the best
in the
brand out
future
there
%
%
40
58
Brand
54
PL
52
43
41
44
52
62
60
42
63
Finding the right balance – Chilled Ready Meals
OB Right Mix of
Level OL/Brands
Perfect range
from which to
choose
Would put me
off shopping
there
Low
26%
25%
23%
Med
26%
23%
15%
High
37%
42%
16%
(46% None of these)
Own label is credible and has driven greater variety of options available.
64
Ready Meals: Equity Battle
Any Private
Brand Endorsed
%
Any Retailer
Brand Endorsed
%
46
54
For Me (affinity)
Advantage over others
34
Really high quality
Worth more
Smart choice
Momentum (will buy more)
44
31
34
O.B.
=
36
48
Who Wins
41
Brands
Brands
30
47
O.B.
47
O.B.
65
3. TRADITIONAL TEA
66
Traditional Tea At A Glance
(Base: All Regular Traditional Tea Buyers; n=606)
Favour
Brands
21
Favour own
label
-16% vs
average
LOWEST!
79
Prefer
Brands
Top 3 Choice Drivers
Based on claimed reasons for choosing among buyers
Brands
Good
quality
Prefer
Own Label
Male
50
Male
Female
50
Female
41
72
Tastes
better
Often on
Promotion
Own Label
57
17
74
Affordable
Good
quality
69
Just the
same
48
Sex
59
Top Equity Gaps
Age
18
Own brands match or beat regular brands
48
NONE!
55+
35
55+
35-54
38
35-54
18-34
28
18-34
36
Yes
57
No
43
Yes
44
Regular brands beat own brands
Kids
No
56
Preference among 51% of
shoppers for branded
options to heavily outweigh
own label on-shelf
Really high quality
Advantage (re benefit)
Worth paying more for
Best available
+52
+44
+43
+40
• Least amenable category to
Private Label.
• Younger profile indicates
that this may not be the
case forever.
• 63% believe the current mix
of branded v OB is just right
• Tea has really strong local
and traditional brands that
are staving off own-label
alternatives. Emotional
brand connections are
strong.
• Continued support needed
to maintain brand salience
and relevance.
67
Category Analysis: TEA
Favour Own Brand
TEA
Why?
Affordability
74
Good quality
21%
69
Same as branded
48
Tastes better
(Among Tea Regulars)
16
Recommended
7
Better range
7
68
From the Qualitative Research….
 Strong resistance to OB offering here
 Tea brand choice is seen to define families in
Ireland - emotional connection and habit
selections
 This is strongly supported by brand activity
(advertising in particular)
 Belief in brand superiority of taste (or familiarity)
limits any interest in trial of alternatives
aw – my lovely Barry’s I’d
never change
69
From the Qualitative Research….
 OB presentation of offer on shelf does little to
match the familiar appeal of brand
 Brands dominate the on-shelf impact - little
reason for shopper to look outside their own
brands
that looks awful – who would
buy that? You’d have 79 bags
to throw in the bin after the
first cup!
70
Category Analysis: TEA
Favour Branded
TRADITIONAL TEA
Why?
72
Great quality
57
Tastes better than Own Brand
77%
(Among Tea Regulars)
Often on promotion
17
Specific type of this product
that own brand don’t have
14
Better range than Own Brand
13
71
Brand/Product Statements - Traditional Tea
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
TOTAL
Supervalu
NET: NET:
Robt
Signature
Tesco Dunnes
Brand PL Barrys Roberts Bewleys Supervalu Range
Tesco Finest Store
It's a brand for people like me and my
family
20
59
26
49
11
23
11
14
8
19
11
Offers a real advantage over other brands
13
49
15
36
9
17
7
8
4
5
6
Is a really high quality brand
21
66
14
50
19
39
2
9
3
10
6
Is worth paying more for
13
54
11
39
8
20
2
7
2
3
4
It's not a brand I would consider
24
33
52
7
24
14
38
32
37
25
33
I would recommend this brand to friends
and family
16
55
17
45
10
21
7
9
6
11
3
It is a smart choice for shoppers
17
40
30
31
8
19
13
13
14
19
14
I will buy this more in the future
12
41
22
31
5
13
10
8
8
11
6
It's the best brand out there
9
47
7
33
3
11
1
3
1
4
2
None of these
35
50
55
17
42
30
35
42
43
40
40
72
Brand/Product Statements – Traditional Tea (Black or Breakfast Tea)
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a
Is a
Offers a
brand for
really
real
people
advantage high
like me
over other quality
and my
brand
brands
family
%
%
%
Is worth
paying
more for
%
I would
recommen It is a
It's not a
I will buy
d this
smart
brand I brand to
this more It's the
choice
best
would friends and
in the
for
brand out
consider
future
family
shoppers
there
%
%
%
%
%
31
58
Brand
69
77
86
65
78
85
87
69
PL
42
31
23
14
15
22
35
13
73
Finding the right balance – Traditional Tea
OB Right Mix of
Level OL/Brands
Perfect range
from which to
choose
Would put me
off shopping
there
Low
51%
59%
16%
Med
22%
20%
12%
High
18%
14%
28%
(34% None of these)
Tea is dominated by strong local brands.
74
4. GLUTEN FREE
75
“Free-From” At A Glance
(Base: All Regular Free From Buyers; n=321)
Favour
Brands
32
Favour own
label
-5% vs
average
68
Prefer
Brands
Male
45
55+
Age
35-54
18-34
55
Based on claimed reasons for choosing among buyers
Brands
Good
quality
Prefer
Own Label
Male
48
Female
52
Sex
Female
Top 3 Choice Drivers
22
55+
25
45
35-54
42
33
18-34
34
72
Tastes
better
Have
specific
Type
Own Label
57
17
Good
quality
59
Affordable
57
Just the
same
49
Top Equity Gaps
Own brands match or beat regular brands
Smart Choice
=
….but brand advantage weaker than in
other categories (see below)
Regular brands beat own brands
Yes
51
Yes
48
No
49
No
52
Kids
Really high quality
Advantage (re benefit)
Worth paying more for
Best available
+23
+19
+26
+25
Preference among 48% of
buyers for branded options
to heavily outweigh own
label on-shelf
• Interestingly affordability is not
the number one driver: quality not
questioned
• Does not have the same
demographic profile as other OB
buyers: not younger, with kids
• Only 37% believe the current mix
of branded v OB is just right. In
truth they want more of both!
• In this category, while brands win,
it is much more about choice and
range to accommodate dietary
needs. Brand building needs to
continue apace to drive more
loyalty.
76
Category Analysis: GLUTEN FREE
Favour Own Brand
GLUTEN FREE
30%
Why?
Great quality
59
Affordability
57
Same as branded
Better tastes
(Among Gluten Free
Regulars)
49
20
Specific products
15
Better range
13
77
Category Analysis: GLUTEN FREE
Favour Premium Branded
GLUTEN FREE
Why?
61
Great quality
38
Tastes better than Own Brand
62%
(Among Gluten Free
Regulars)
Specific type of this product
that own brand don’t have
17
Better range
16
Own Brand often unavailable
14
78
From the Qualitative Research….
 OB welcomed here – can offer extra value in a





category associated with expense ( speciality
products)
OB is given some credit for growing this category
– ‘normalising’ the range and making it more
mainstream. Offers reassurance of constant
supply in-store
Shoppers believe the branded offer is
fragmented: brand tend to specialise in one area
only or offer a very small range
Packaging is sometimes challenging in
information and product language: not very
accessible or helpful.
Brands that cut through this and help shoppers
are favoured
OB responded here by harmonising packaging
cues
I’d like more of the
store offer here - it
would bring it down
in price!
79
Brand/Product Statements - Gluten Free or other Free From" Breads"
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
Superval
NET:
u
Tesco
Bran NET:
BFree Pure Superval Signatur
Fines Dunne
TOTAL d
PL Kelkin Foods Food
u
e Range Tesco t s Store
It's a brand for people like me and my
family
25
58
41
40
22
22
17
20
21
25
23
Offers a real advantage over other brands
17
52
33
33
17
13
8
16
17
13
10
Is a really high quality brand
21
58
35
43
21
16
12
20
14
17
14
Is worth paying more for
15
50
24
35
13
14
9
11
11
9
5
It's not a brand I would consider
15
31
39
12
12
15
21
15
16
16
18
I would recommend this brand to friends
and family
22
58
38
40
20
18
18
23
17
17
19
It is a smart choice for shoppers
21
48
45
29
16
15
19
19
28
23
20
I will buy this more in the future
20
51
35
34
18
16
13
23
16
19
14
It's the best brand out there
10
43
18
29
7
7
3
9
7
7
5
None of these
34
55
50
21
40
44
32
36
30
34
35
80
Brand/Product Statements – Gluten Free or other Free From "Breads”
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a brand
Offers a real Is a really
for people
high
advantage
like me
quality
over other
and my
brand
brands
family
%
%
%
Is worth
paying
more for
%
I would
It's not a recommend
It is a
brand I this brand to
smart
friends and choice for
would
family
consider
shoppers
%
%
%
43
57
62
63
Brand
58
PL
38
37
57
69
70
57
43
48
I will buy
this more It's the best
in the
brand out
future
there
%
%
42
31
52
43
30
81
Finding the right balance – Gluten Free
OB Right Mix of
Level OL/Brands
Perfect range
from which to
choose
Would put me
off shopping
there
Low
48%
64%
19%
Med
22%
16%
12%
High
20%
12%
32%
(37% None of these)
Brands are preferred. Shoppers want more choice overall—range and variety.
82
5. PORRIDGE OATS
83
Porridge Oats At A Glance
(Base: All Regular Porridge Buyers; n=261)
Favour
Brands
31
Favour own
label
-6% vs
average
69
Prefer
Brands
Top 3 Choice Drivers
Based on claimed reasons for choosing among buyers
Brands
Good
quality
Prefer
Own Label
Male
47
Male
Female
53
Female
43
73
Tastes
better
Affordable
Own Label
57
70
Affordable
Good
quality
63
Just the
same
14
47
Sex
57
Top Equity Gaps
9
55+
35
55+
Own brands match or beat regular brands
44
Age
35-54
35
35-54
18-34
30
18-34
None
Brands Dominate
47
Regular brands beat own brands
Yes
51
Yes
55
No
49
No
45
Kids
Really high quality
Advantage (re benefit)
Worth paying more for
Affinity (For people like me)
+59
+33
+42
+43
Preference among 74% of
buyers for branded options
to heavily outweigh own
label on-shelf: highest of
any category
• Own label porridge has not
caught on to the same extent
as other categories, but the
growth in Own Label has
been driven by younger
buyers: need to ensure
brand relevance with
younger consumers and
lifestyles.
• There are powerhouse
ingrained local brands with
strong emotional
connections and good
innovation levels.
84
Category Analysis: PORRIDGE
Favour Own Brand
PORRIDGE
Why?
Affordability
70
Great quality
31%
Same as branded
Better range
(Among Porridge
Regulars)
63
Recommended
47
21
14
85
Category Analysis: PORRIDGE
Favour Premium Branded
PORRIDGE
Why?
73
Great quality
57
Tastes better than Own Brand
67%
(Among Porridge
Regulars)
Affordability
14
Specific type of this product
that own brand don’t have
13
Better range
12
86
From the Qualitative Research….
 Emotional connection to the ‘start of the day’


remains strong….breakfast cereal is an area of
notorious resistance
Even though the product may seem ‘basic’ there
is a reluctance to try anything else “own label
ones are like sawdust’
Branded offers good value – an inexpensive item
and lasts a long time so the motivation to try OB
is less evident.
it doesn't cost much and it’s
the beginning of your day I can’t see any reason to
change from Flahavans
87
From the Qualitative Research….
 Product variants (flavour and delivery) and
packaging variation keep shoppers interested
and engaged in brand
I have grown up with
Flavahan's – I wouldn't
change now and its
very good value
anyway
Flavahan's is my
brand –it looks
lovely too
88
Brand/Product Statements - Standard Porridge Oats/ Hot Cereal
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
TOTAL
Supervalu
NET: NET:
Signature
Tesco Dunnes
Brand PL Flahavans Odlums Special K Supervalu Range
Tesco Finest Store
It's a brand for people like me and my
family
25
70
27
57
34
14
12
15
16
18
16
Offers a real advantage over other brands
16
54
21
39
24
8
4
10
10
11
7
Is a really high quality brand
24
76
17
60
40
19
10
7
9
10
10
Is worth paying more for
16
57
15
45
22
10
4
5
9
9
3
It's not a brand I would consider
22
43
47
6
14
34
23
22
26
25
31
I would recommend this brand to friends
and family
27
72
28
60
34
20
14
9
22
15
15
It is a smart choice for shoppers
25
56
41
45
27
15
23
16
26
18
26
I will buy this more in the future
17
55
22
39
25
9
12
5
14
10
11
It's the best brand out there
11
56
8
40
9
7
3
2
3
3
3
None of these
26
36
48
11
21
28
34
35
33
37
26
89
Brand/Product Statements - Standard Porridge Oats/ Hot Cereals
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a brand Offers a real
Is a really
for people advantage
high quality
like me and over other
brand
my family
brands
%
%
%
I would
recommend
It's not a this brand It is a smart
Is worth brand I would
to friends choice for
paying
consider
shoppers
and
family
more for
%
%
%
%
I will buy
this more
in the
future
%
It's the best
brand out
there
%
42
57
Brand
70
74
81
70
72
81
88
58
PL
43
30
26
19
19
28
30
12
90
Finding the right balance - Porridge
OB Right Mix of
Level OB/Brands
(Range of stores used @ random)
Perfect range
from which to
choose
Would put me
off shopping
there
Low
74%
75%
14%
Med
14%
15%
9%
High
8%
8%
56%
(2% None of these)
Brands perform strongly and when brand choice is unavailable it is likely to put shoppers off.
91
Porridge: Equity Battle
Any Private
Brand Endorsed
%
Any Retailer
Brand Endorsed
%
For Me (affinity)
Advantage over others
70
54
Really high quality
57
Smart choice
56
Momentum (will buy more)
55
Brands
Brands
21
76
Worth more
27
Who Wins
17
Brands
15
Brands
41
22
Brands
Brands
92
Porridge – prefer minimal Own Label
Right mix of
OL/Brands
74%
Perfect
range to choose
from
75%
93
6. COOKED SLICED HAM
94
Sliced Pre-packed Ham At A Glance
(Base: All Regular Ham Buyers; n=789)
Favour
Brands
34
Favour own
label
-3% vs
average
Top 3 Choice Drivers
Based on claimed reasons for choosing among buyers
Brands
33%
Own Label
66
Good
quality
Prefer
Brands
Prefer
Own Label
Male
50
Male
51
Female
50
Female
49
72
Tastes
better
Often on
Promotion
55
79
Affordable
Good
quality
61
Just the
same
31
Sex
44
Top Equity Gaps
Age
19
Own brands match or beat regular brands
35-54
49
Smart Choice
18-34
32
55+
32
55+
35-54
39
18-34
30
Near equal
Brands Dominate
Regular brands beat own brands
Yes
49
Yes
No
51
No
59
Kids
41
Best Brands
Really high quality
Advantage (re benefit)
Worth paying more for
Affinity (For people like me)
+45
+55
+32
+47
+43
35%
Shoppers want to see a good
balance between Own Label
and Branded options in
Cooked Sliced Ham
• Own Label has made inroads in prepacked cooked sliced ham among the
important high volume family lifestages in particular.
• 2 in 3 believe that there is now the
right balance between Own Brand and
Regular Brand options.
• Packaging and innovation are key to
maintaining brand value at one end of
the market, but there is a value
market in ham that means price
promotion will continue to be a
necessary evil .
• Olde World cues and traditional
brands have strongest equity. In fact
brands in this sector are really strong
but the allure of Own Brand pricing is
significant
95
Category Analysis: COOKED SLICE HAM
Favour Own Brand
COOKED SLICE MEAT
Why?
Affordability
79
Great quality
34%
Same as branded
Tastes better
(Among Cooked Sliced
Meat Regulars)
61
Better range
44
18
13
96
Category Analysis: COOKED SLICE HAM
Favour Premium Branded
COOKED SLICED HAM
Why?
72
Quality great
55
Tastes better than Own Brand
65%
(Among Cooked Ham
Regulars)
31
Often on promotion
Better range
19
More affordable
17
Specific type of this product
that own brand don’t have
12
97
From the Qualitative Research….
 Great variation in quality in this sector –some
ability to judge visually gives the shopper control
 Traditionally OB was seen as a lower quality but
now delivering strongly at higher end
 Added flavour variants (Cajun etc.) have been
copied by some OL
98
From the Qualitative Research….
 Brand response to OB with multiple pack deals is
appreciated and allows both easy selection and
renewed brand presence in home
 Brands still offering uniqueness in speciality ham
 Packaging style can differentiate quality
standards- those mimicking ‘old-fashioned
packaging emerge positively
that pack reminds me of old fashioned
paper pack –like something you would buy
from a real butcher shop years ago
99
Brand/Product Statements - Pre Packed Cooked Sliced Ham
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
TOTAL
Supervalu
NET: NET:
Brady's
Signature
Tesco Dunnes
Brand PL Denny Family Ham Shaws Supervalu Range
Tesco Finest Store
It's a brand for people like me and my
family
27
62
33
36
39
37
17
16
17
21
12
Offers a real advantage over other brands
18
55
23
25
26
31
12
8
11
10
5
Is a really high quality brand
28
77
22
34
48
55
13
8
8
13
6
Is worth paying more for
18
61
14
23
35
35
7
5
6
6
3
It's not a brand I would consider
20
27
55
14
11
11
25
32
32
23
26
I would recommend this brand to friends
and family
26
70
27
33
42
40
12
14
12
16
14
It is a smart choice for shoppers
24
48
43
28
30
25
25
17
21
20
24
I will buy this more in the future
18
55
27
22
29
24
10
12
8
15
11
It's the best brand out there
10
53
8
17
17
20
7
3
1
4
0
None of these
28
35
54
24
20
20
35
34
28
37
38
100
Brand/Product Statements – Pre Packed Cooked Sliced Ham
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a
Offers a real Is a really
brand for
high
advantage
people like
over other quality
me and
brand
brands
my family
%
%
%
Is worth
paying
more for
%
I would
It's not a recommend
It is a
I will buy
brand I this brand
smart
this more It's the
to friends choice for
would
in the best brand
consider and family shoppers
future
out there
%
%
%
%
%
30
56
Brand
69
75
83
69
74
85
86
70
44
PL
31
25
17
26
15
31
14
101
Finding the right balance – Cooked Sliced Ham
OB Right Mix of
Level OL/Brands
Perfect range
from which to
choose
Would put me
off shopping
there
Low
35%
41%
19%
Med
33%
29%
12%
High
25%
23%
28%
(46% None of these)
A reasonably balanced shopper approach to own-label and brands. Those with kids and a
higher frequency of purchase lean towards own label.
102
7. CHEDDAR CHEESE
103
Cheddar At A Glance
(Base: All Regular Cheddar Buyers; n=829)
Top 3 Choice Drivers
Based on claimed reasons for choosing among buyers
Favour
Brands
38
62
Prefer
Brands
Favour own
label
+1% vs
average
Prefer
Own Label
Male
50
Male
46
Female
50
Female
54
Sex
Brands
Good
quality
75
Tastes
better
Often on
promotion
Own Label
55
82
Affordable
69
Good Quality
26
Exactly the
same
59
Top Equity Gaps
55+
Age
35
35-54
38
18-34
27
55+
22
35-54
42
18-34
36
Own brands match or beat regular brands
Smart choice +4
Regular brands beat own brands
Yes
42
Yes
53
No
47
Kids
No
58
Really high quality
Advantage (re benefit)
Worth paying more for
+50
+23
+37
Strong preference among
shoppers for more regular
brand than own brands onshelf
• 67% believe the current
mix of branded v OB is
just right.
• Greater willingness to use
OB cheese as an
ingredient where the
brand differential ( if there
is one) is not noticed.
• Cheese brands need to
continue to drive brand
strength to thwart the rise
of own brands
104
Category Analysis: CHEDDAR
Why?
Favour Own Brand CHEDDAR
Affordability
82
Quality is great
37%
Same as branded
Taste even better
(Among Cheddar Buyers)
69
Better range
59
20
13
105
From the Qualitative Research….
 Some loyalty to local brands
 But less confidence in the origin of some brands
 Strong OB offer given prominence in store
•
positioned at eye level in Tesco ,dominating shopper
experience, and offering appreciable savings
 Greater willingness to use OB cheese as an
ingredient where the brand differential (if there is
one) is not noticed.
in lasagne cheese is cheese - there is no
point in spending lots more for that cheese
106
Category Analysis: CHEDDAR
Favour Branded
CHEDDAR CHEESE
Why?
Quality great
75
Better taste than Own
Brand
61%
(Among Cheddar
Cheese Regulars)
55
Often on promotion
26
Better range
20
Affordability
18
Specific product
15
107
Brand/Product Statements - Cheddar Cheese
(Base All Adults 18+ Household Shoppers n=1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
Supervalu
NET: NET:
Signature
Tesco Dunnes
TOTAL Brand PL Kilmeaden Dubliner Charleville Supervalu Range Tesco Finest Store
It's a brand for people like me and my
family
27
57
36
41
32
36
15
14
24
21
18
17
45
22
27
27
19
7
10
10
9
10
Is a really high quality brand
25
68
18
51
41
37
6
11
6
8
7
Is worth paying more for
17
50
13
35
29
21
5
12
1
6
2
It's not a brand I would consider
20
24
54
7
15
12
37
20
32
26
29
I would recommend this brand to friends
and family
25
59
30
40
35
30
15
13
20
11
13
It is a smart choice for shoppers
21
37
41
25
21
22
17
20
21
20
23
I will buy this more in the future
17
43
28
24
20
19
10
13
12
12
12
It's the best brand out there
9
44
8
20
15
10
3
4
4
3
1
None of these
26
34
50
16
21
22
33
42
31
31
29
Offers a real advantage over other brands
108
Brand/Product Statements – Cheddar Cheese
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a
Offers a real Is a really
brand for
high
advantage
people like
over other quality
me and
brand
brands
my family
%
%
%
Is worth
paying
more for
%
I would
It's not a
It is a
I will buy
recommend
brand I
smart
this more It's the
this
brand
would
choice for
in the best brand
to
friends
consider
shoppers
future
out there
and
family
%
%
%
%
%
28
53
Brand
66
64
71
72
85
84
84
72
47
PL
34
29
28
15
16
36
16
109
Finding the right balance – Cheddar Cheese
OB Right Mix of
Level OL/Brands
Perfect range
from which to
choose
Would put me
off shopping
there
Low
12%
19%
37%
Med
32%
25%
6%
High
46%
44%
18%
(10% None of these)
High level of Own-Label is preferred.
110
Cheddar Cheese: Equity Battle
Any Private
Brand Endorsed
%
For Me (affinity)
Advantage over others
Any Retailer
Brand Endorsed
%
57
45
Really high quality
Momentum (will buy more)
50
Brands
18
Brands
13
37
43
Brands
Brands
22
68
Worth more
Smart choice
36
Who Wins?
41
28
O.B.
Brands
111
8. RELISHES & SAUCES
112
Relishes At A Glance
(Base: All Regular Relishes Buyers; n=509)
Top 3 Choice Drivers
Based on claimed reasons for choosing among buyers
32
Favour
Brands
68
Prefer
Brands
Favour own
label
-5% vs
average
Prefer
Own Label
Male
55
Male
47
Female
45
Female
53
Sex
Brands
Good
quality
72
Tastes
better
Often on
promotion
Own Label
54
22
Affordable
67
Good Quality
67
Exactly the
same
40
Preference among
shoppers for more regular
brand than own brands onshelf
Top Equity Gaps
55+
Age
35-54
18-34
24
13
55+
48
38
35-54
38
18-34
Regular brands just beat own brands
Smart choice +21
for Own Brand
40
Regular brands beat own brands
Yes
51
Yes
57
No
49
No
43
Kids
Really high quality
Advantage (re benefit)
Worth paying more for
+19
+6
+19
• 54% believe the current mix
of branded v OB is just right
• Own Brand Quality has
improved and in some areas
(e.g. Relish/ condiments)
has outflanked mainstream
brands.
• Less brand loyalty evident
as shoppers are open to
trying new variants.
• Brand advantage is slender
over Own Label in this
category
113
Category Analysis: RELISHES
Favour Own Brand
RELISH/SAUCES Regularly
31%
Why?
Quality is great
67
Affordability
67
Same as branded
40
Taste even better
(Among Sauce/Relish Buyers)
Better range
24
14
114
From the Qualitative Research….
 OB offer is resisted in ketchup/ mayonnaise strongly distinctive tastes are well known and
thought to be unique
I have to buy
Chef for my
Chef has more vinegar and
daughter and
Heinz is quite sweet – they
Heinz for the
are nothing alike and you
rest - they
would definitely have a
really are
preference. If you bought
different and
that (PL) you wouldn't know
nothing else
what you'd get
will do”
 OB in mayo/ ketchup ma be acceptable for
sharing occasions (the work fridge!) or among
some singles
 OB range on shelf is less impactful –
overshadowed by brands and appearing to be a
poor imitation
115
From the Qualitative Research….
 Relish is less frequent purchase generally
 Less brand loyalty evident as shoppers are open


to trying new variants
Infrequent purchase can also limit price
awareness
Relish OB offer can be high end and OB may
offer a route to trial of new tastes
The relish are all different tastes so
I’d be happy to try that (OB) as it
could be nice. But that is dearer
than the brand!
116
Brand/Product Statements - Relishes and Sauces
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
TOTAL
Supervalu
NET: NET:
The
Signature
Tesco Dunnes
Brand PL Follain Ballymaloe Scullery Supervalu Range
Tesco Finest Store
It's a brand for people like me and my
family
21
42
45
14
36
6
13
26
20
35
22
Offers a real advantage over other brands
15
40
34
10
33
5
7
14
10
21
14
Is a really high quality brand
20
52
33
20
43
12
6
17
12
23
14
Is worth paying more for
14
44
25
12
36
5
1
14
8
17
8
It's not a brand I would consider
20
38
40
21
14
25
18
17
20
17
26
I would recommend this brand to friends
and family
19
45
39
13
38
8
15
17
17
27
16
It is a smart choice for shoppers
20
31
52
13
23
7
22
29
25
28
26
I will buy this more in the future
15
35
40
12
27
5
10
21
10
23
17
It's the best brand out there
9
39
15
5
31
2
1
6
5
9
4
None of these
35
59
49
41
23
50
43
31
32
24
30
118
Brand/Product Statements – Relishes & Sauces
(Base All Adults 18+ - 1034)
Q.8b Here are some things other people like you have said about brands of <<INSERT CATEGORY
NAME>>. For each of these can you please select the brand(s) to which you feel each of these statements
applies, if any? We are interested in your opinions whether or not this is a brand you buy
It's a
Offers a real Is a really
brand for
high
advantage
people like
over other quality
me and
brand
brands
my family
%
%
%
45
36
54
50
63
Brand
55
PL
Is worth
paying
more for
%
I would
It's not a recommend
It is a
I will buy
brand I this brand
smart
this more It's the
would
in the best brand
to friends choice for
consider and family shoppers
future
out there
%
%
%
%
%
48
52
64
72
64
46
50
37
36
48
52
28
119
Finding the right balance – Relishes and Sauces
OB Right Mix of
Level OL/Brands
Perfect range
from which to
choose
Would put me
off shopping
there
Low
54%
68%
18%
Med
21%
16%
11%
High
20%
12%
34%
(37% None of these)
A category where choice is preferred and experimentation between own
label and branded options.
120
Relishes & Sauces: Equity Battle
Any Private
Brand Endorsed
%
For Me (affinity)
42
Advantage over others
52
Worth more
Momentum (will buy more)
45
44
=
Brands
33
Brands
Brands
25
31
35
Who Wins?
34
40
Really high quality
Smart choice
Any Retailer
Brand Endorsed
%
52
40
O.B.
O.B.
121
5.
THE BALANCING ACT
122
Feedback on Shelf Simulation Test:
Evaluating Shopper Response to Varying Degrees of Own Brand v Regular Brand
Balanced Mix
Limited Own Brand
Maximum Own Brand
123
Perception of Stores’ levels of OB options….
28
20
13
% Too much
Own Brand
Right Mix
% Not enough
Own Brand
67
67
21
23
49
40
16
62
12
17
29
19
51
56
12
13
23
30
For retailers and shoppers it is about getting the right mix. Here we see for most regular
shoppers The Balance is Right. By and large shoppers are happy with what they are
finding on shelf.
There is some appetite for more Own Label in the convenience channel.
124
Stores have just the
right amount of Ownbrand options
59%
125
Little appetite for more own brand
They should
have more
own brand
18%
They have the
right amount
of own brand
63%
13%
6%
Should have
more branded
options
Don’t know
But are there signs that we are beginning to see the balance being tipped?
We see here there is little appetite for more own brand. 63% of shoppers believe retailers have the right amount of
Own Label available.
126
Stores are pushing
Own-brands too
much
39%
127
I would hate to see brands
disappearing due to Ownbrands
74%
128
I question the
quality of retailers
with too many
Own-brand options
38%
129
I have found myself
avoiding stores
with too many Ownbrands
22%
130
Ready Meals – more Own Label
Right
mix of
OL/Bran
ds
26%Perfect
range to
choose
from
25%
131
6.
IMPLICATIONS FOR BRAND
BUILDING
132
The approach to Brand Building needs to evolve!
 The retail environment has certainly changed

over the past decades, and perhaps we have
reached equilibrium level with own label and
brands. Our approach to brand building equally
needs to evolve.
Today we are in a retail landscape where
consumers are savvy, sceptical and wellinformed about products and choices; and we
are in the digital era that offers new
opportunities.
133
Brands win when:
 High product


differentiation
High rate of innovation
Strong marketing
support
Own-label wins when:
 High price sensitivity
 High purchase frequency
 Minimal differentiation /

brand equity
Low innovation for
category
134
135
7.
APPENDIX
136
Milk: equity detail for reference
NET:
TOTAL Brand
Unweighted base
Weighted Base
Effective Base
It's a brand for people like me and
my family
Offers a real advantage over other
brands
Is a really high quality brand
Is worth paying more for
It's not a brand I would consider
I would recommend this brand to
friends and family
It is a smart choice for shoppers
I will buy this more in the future
It's the best brand out there
None of these
Avonm
ore
Avonm Super
Superv
ore
Milk
Premier alu
NET:
PL
Superv
alu
Signatu
re
Range Tesco
Tesco Dunnes
Finest Store
1614
1542
1330
269
257
222
269
257
222
269
257
222
269
257
222
269
257
222
163
158
134
174
164
142
151
142
127
155
148
129
164
158
134
20
38
38
26
20
14
20
8
30
19
22
12
21
11
18
35
52
37
30
23
26
14
41
15
36
17
11
21
30
22
17
5
20
7
20
7
15
8
15
5
12
4
22
15
17
8
19
9
10
4
25
12
13
5
24
18
19
12
8
37
42
26
29
34
55
36
49
27
11
57
27
16
17
16
33
22
13
13
12
33
12
9
7
5
46
17
30
13
4
36
10
10
4
2
51
24
39
17
5
30
15
18
10
5
34
17
29
16
4
34
137
Cheddar Cheese: equity detail for reference
NET:
Brand
TOTAL
Unweighted base
Weighted Base
Effective Base
It's a brand for people like me and my
family
Offers a real advantage over other
brands
Is a really high quality brand
Is worth paying more for
It's not a brand I would consider
I would recommend this brand to
friends and family
It is a smart choice for shoppers
I will buy this more in the future
It's the best brand out there
None of these
Superval
u
Kilmead
Charlevil Superval Signatur
NET: PL en
Dubliner le
u
e Range Tesco
Tesco
Finest
Dunnes
Store
1596
1584
1269
266
264
211
266
264
211
266
264
211
266
264
211
266
264
211
143
144
115
151
144
116
171
173
137
158
154
126
175
177
140
27
57
36
41
32
36
15
14
24
21
18
17
25
17
20
45
68
50
24
22
18
13
54
27
51
35
7
27
41
29
15
19
37
21
12
7
6
5
37
10
11
12
20
10
6
1
32
9
8
6
26
10
7
2
29
25
21
17
9
26
59
37
43
44
34
30
41
28
8
50
40
25
24
20
16
35
21
20
15
21
30
22
19
10
22
15
17
10
3
33
13
20
13
4
42
20
21
12
4
31
11
20
12
3
31
13
23
12
1
29
138
Relishes & Sauces: equity detail for reference
NET:
Brand
TOTAL
Unweighted base
Weighted Base
Effective Base
It's a brand for people like me and my
family
Offers a real advantage over other
brands
Is a really high quality brand
Is worth paying more for
It's not a brand I would consider
I would recommend this brand to
friends and family
It is a smart choice for shoppers
I will buy this more in the future
It's the best brand out there
None of these
NET: PL Follain
Superval
u
Ballymal The
Superval Signatur
oe
Scullery u
e Range Tesco
Tesco
Finest
Dunnes
Store
1596
1615
1345
266
269
224
266
269
224
266
269
224
266
269
224
266
269
224
154
156
130
161
162
136
163
171
138
168
167
140
152
151
127
21
42
45
14
36
6
13
26
20
35
22
15
20
14
20
40
52
44
38
34
33
25
40
10
20
12
21
33
43
36
14
5
12
5
25
7
6
1
18
14
17
14
17
10
12
8
20
21
23
17
17
14
14
8
26
19
20
15
9
35
45
31
35
39
59
39
52
40
15
49
13
13
12
5
41
38
23
27
31
23
8
7
5
2
50
15
22
10
1
43
17
29
21
6
31
17
25
10
5
32
27
28
23
9
24
16
26
17
4
30
139
Chilled Ready Meals: equity detail for reference
NET:
Brand
TOTAL
Unweighted base
Weighted Base
Effective Base
It's a brand for people like me and my
family
Offers a real advantage over other
brands
Is a really high quality brand
Is worth paying more for
It's not a brand I would consider
I would recommend this brand to
friends and family
It is a smart choice for shoppers
I will buy this more in the future
It's the best brand out there
None of these
Superval
u
Carrolls Bombay Cully & Superval Signatur
NET: PL Cuisine Pantry Sully
u
e Range Tesco
Tesco
Finest
Dunnes
Store
1272
1267
1132
212
211
189
212
211
189
212
211
189
212
211
189
212
211
189
136
134
120
119
115
107
126
124
113
119
120
104
136
140
122
26
46
54
19
23
29
22
28
31
32
29
15
21
15
18
34
48
44
42
36
41
30
32
13
24
13
18
13
20
17
24
18
30
24
18
12
17
12
14
15
21
12
18
20
14
11
13
23
25
18
15
11
16
10
18
27
18
19
8
28
50
31
34
28
47
52
47
47
21
42
24
12
13
7
33
23
11
13
8
33
30
19
18
13
29
21
13
18
4
31
27
23
24
7
27
31
28
24
9
25
34
30
24
9
16
24
20
22
5
25
140
Pre-packed Cooked Sliced Ham:
equity detail for reference
NET:
Brand
TOTAL
Unweighted base
Weighted Base
Effective Base
It's a brand for people like me and my
family
Offers a real advantage over other
brands
Is a really high quality brand
Is worth paying more for
It's not a brand I would consider
I would recommend this brand to
friends and family
It is a smart choice for shoppers
I will buy this more in the future
It's the best brand out there
None of these
NET: PL Denny
Superval
u
Superval Signatur
u
e Range Tesco
Brady's
Family
Ham
Shaws
Tesco
Finest
Dunnes
Store
1596
1658
1252
266
276
208
266
276
208
266
276
208
266
276
208
266
276
208
137
138
106
178
180
147
154
173
118
174
176
138
155
162
118
27
62
33
36
39
37
17
16
17
21
12
18
28
18
20
55
77
61
27
23
22
14
55
25
34
23
14
26
48
35
11
31
55
35
11
12
13
7
25
8
8
5
32
11
8
6
32
10
13
6
23
5
6
3
26
26
24
18
10
28
70
48
55
53
35
27
43
27
8
54
33
28
22
17
24
42
30
29
17
20
40
25
24
20
20
12
25
10
7
35
14
17
12
3
34
12
21
8
1
28
16
20
15
437
14
24
11
38
141
Porridge Oats: equity detail for reference
NET:
Brand
TOTAL
Unweighted base
Weighted Base
Effective Base
It's a brand for people like me and my
family
Offers a real advantage over other
brands
Is a really high quality brand
Is worth paying more for
It's not a brand I would consider
I would recommend this brand to
friends and family
It is a smart choice for shoppers
I will buy this more in the future
It's the best brand out there
None of these
Superval
u
Flahavan
Special Superval Signatur
NET: PL s
Odlums K
u
e Range Tesco
Tesco
Finest
Dunnes
Store
1326
1404
1007
221
234
168
221
234
168
221
234
168
221
234
168
221
234
168
127
143
98
130
136
98
142
143
111
127
132
99
137
148
99
25
70
27
57
34
14
12
15
16
18
16
16
24
16
22
54
76
57
43
21
17
15
47
39
60
45
6
24
40
22
14
8
19
10
34
4
10
4
23
10
7
5
22
10
9
9
26
11
10
9
25
7
10
3
31
27
25
17
11
26
72
56
55
56
36
28
41
22
8
48
60
45
39
40
11
34
27
25
9
21
20
15
9
7
28
14
23
12
3
34
9
16
5
2
35
22
26
14
3
33
15
18
10
3
37
15
26
11
3
26
142
Gluten Free/Free From Bread: equity detail for reference
NET:
Brand
TOTAL
Unweighted base
Weighted Base
Effective Base
It's a brand for people like me and my
family
Offers a real advantage over other
brands
Is a really high quality brand
Is worth paying more for
It's not a brand I would consider
I would recommend this brand to
friends and family
It is a smart choice for shoppers
I will buy this more in the future
It's the best brand out there
None of these
BFree
Foods
NET: PL Kelkin
Superval
u
Superval Signatur
u
e Range Tesco
Pure
Food
Tesco
Finest
Dunnes
Store
1344
1242
1121
224
207
187
224
207
187
224
207
187
224
207
187
224
207
187
135
121
114
137
130
113
133
125
109
131
118
113
136
126
112
25
58
41
40
22
22
17
20
21
25
23
17
21
15
15
52
58
50
31
33
35
24
39
33
43
35
12
17
21
13
12
13
16
14
15
8
12
9
21
16
20
11
15
17
14
11
16
13
17
9
16
10
14
5
18
22
21
20
10
34
58
48
51
43
55
38
45
35
18
50
40
29
34
29
21
20
16
18
7
40
18
15
16
7
44
18
19
13
3
32
23
19
23
9
36
17
28
16
7
30
17
23
19
7
34
19
20
14
5
35
143
Attitudinal Summary
Q14. Summary
Even
though I love
certain special
products promoti
are
onal
I feel
available offers
When I I love it
good
in a
for
buy own when Most
when I number products
brand" own
own
shop
of
and
I am
options brand" brand" smartly; different often
buying
I always options product' and own brands, I choose more
feel that are
s quality brand" always what's own
I am
available is just as options tend to on offer brand"
getting a for the good as are a
buy the regardle options
good
products regular smart same
ss of the nowada
deal"
I buy" brands" option" brand brand ys"
NET: Agree
Strongly agree (4)
Agree somewhat (3)
Somewhat disagree (2)
Disagree strongly (1)
NET: Disagree
Don't know
75
22
53
15
3
18
7
74
27
47
16
3
19
7
72
25
47
18
5
23
5
75
29
46
14
4
19
6
71
20
51
20
4
25
4
75
30
44
17
5
22
4
72
28
44
17
6
23
5
Own
I would
brand" buy
I would
options more
I think hate to
I've
own
stores see
bought brand" are
brands
in the goods if pushing disappe
past
a better their
aring
have
range own
because
lived up was
brand" of own
to my available products brands"
expectat where I too
taking
ions"
shop" much" over"
79
27
52
14
4
17
4
68
20
48
19
4
23
9
39
10
30
37
12
48
12
74
38
36
14
6
19
6
I tend
to buy
stores
own
brand"
produc
ts
when I
can
53
17
36
31
11
43
4
144