Results from a recent study suggest that store brands in Canada and seven other countries were not quite as popular last year with consumers as they were two years ago.
The study by Ipsos Marketing, New York City, included interviews done in 2010 with more than 17,000 adults in Argentina, Australia, Brazil, Canada, France, India, Russia and South Korea. The results were compared to answers from more than 19,500 adults in those countries in 2009.
In a news release about the study, the market research firm said the majority of consumers still perceive store brands to be equal to or better than national brands. However, many consumer attitudes toward store brands lost points compared to the previous year.
Questions about “offering products I trust,” “offering high-quality products,” “offering unique products” and “offering innovative products” all saw year-over-year declines from poll respondents, the Ipsos release states.
The biggest declines for store brands were for “environmentally friendly” products and “high-quality” products, both of which saw a 6% decrease in confidence. The survey showed declines of 4% for store brands in the areas of good-tasting food and appealing packaging.
Ipsos officials said in their release that the survey findings are in line with a May report from the SymphonyIRI Group that showed dollar share growth for private label brands in the U.S. is slowing and that unit share has taken a negative turn.