下面是小编为大家整理的IRi-2020年自有品牌消费者调查报告（英文）（全文）,供大家参考。
Private Label 2019
BEYOND PRICE, CONSUMERS FIND VALUE IN PRIVATE BRANDS Joan Driggs Vice President, Content and Thought Leadership
November 2019
Private Label Key Trends
It’s about best value: Shoppers across generations and income groups in 2019 are much more price conscious across categories.
Room for improvement: Packaging image is a purchase barrier for millennial and Light Buyers. Beverages overall continue to be a challenge for growth. It’s about quality: Shoppers have very positive perceptions of private brands relative to manufacturer brands and a high level of trust in their stores’ private brands.
It feels good: Private brands save money; my family likes them; I can serve to guests; they taste good and they work (efficacy).
It’s why I shop there: Private brands have a growing influence on store choice.
Strong tailwind: Virtually everyone is buying them and growth is outpacing manufacturer brands across generations and income groups.
With Recessionary Fears, the CCI Decreased by Almost 3 Points in Q3 2019 From Q2 2019 and Is on Par With Year Ago Sentiment
Consumer Connect Index (Total)
105
100
100.0
97.5
97.0
96.4
99.0 98.6
96.8
97.3
99.5
98.7
97.6
98.2
97.9 100.7
97.6
95
90 Q1- Q2- Q3- Q4- Q1- Q2- Q3- Q4- Q1- Q2- Q3- Q4- Q1- Q2- Q3- 2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018 2018 2019 2019 2019
Despite Trade Tensions, Consumers Feel Their Households’ Financial Health Is Better in Q3 2019
Consumer Financial Health Total Population
My household"s financial health is good
My household is making ends meet rather easily 51%
51%
51%
57%
Q3 2018 Q3 2019
Agree With Statement
Source: IRI Consumer Connect™, Q3 2018 & Q3 2019
The Struggle to Afford Groceries Eased in Q3 2019 vs. Q3 2018, and Middle and High Income HHs and Seniors are Easily Able to Afford Groceries
Households Easily Afford Needed Groceries % of Households, Total U.S.
> $100K 88%
Q3 2019
Q2 2019 70%
71%
$55K-$99.9K
$35K-$54.9K
65%
80%
< $35,000 46%
Q1 2019
Q4 2018 69%
70%
Gen Z Millennials Gen X
63%
65%
77%
Q3 2018
67% Boomers Seniors 74%
86%
Source: IRI Consumer Connect™, Q3 2019 Generation Income
However, Consumers Are Increasing Their Savings to Maintain Financial Stability as a Precaution in the Event of an Economic Downturn
Savings Has Grown in Past Six Months % of Households, Total U.S.
> $100K 56%
Q3 2019
Q3 2018
Q3 2017
Q3 2016 42%
38%
38%
35%
$55K-$99.9K
$35K-$54.9K
< $35,000
Gen Z Millennials Gen X Boomers Seniors
25%
35%
49%
41%
38%
44%
44%
52%
Source: IRI Consumer Connect™, Q3 2019 Generation Income
Consumers’ Shifting Attitudes Toward Private Label
2 3
Better value, not just cheaper price In a 2019 PLMA survey, two-thirds of consumers agreed with the statement, “In general, store brand products I have bought are just as good, if not better than the national version of the same products.”
Looking at the consumer’s need It used to be the national brand was the premium offering and the store brand was the generic. But not anymore. Now Whole Foods, Trader Joe’s, and even Walmart offer more premium selections and are leaving national brands behind. Simplifying
the paradox of choice The vast selection of consumables in a typical store creates a time-consuming problem for shoppers. Private labels are the go-to solution. Shoppers trust the store, and loyalty to private brands grows as they try additional items. They try, they like, they repeat the purchase.
Loyalty shift from brands to stores Retailers by and large are working overtime to pull shoppers in by offering more services and experiences that shoppers value. This goodwill can translate into more sales of the retailers’ private label products. For example, Albertsons Companies launched the certified plant-based O Organics line of private brand products.
Source: https://www.forbes.com/sites/pamdanziger/2019/04/25/four-reasons-why-cpg-brands-are-losing-out-to-retailers-private-labels/#42166b021a2b Source: https://www.fiercehealthcare.com/finance/a-focus-primary-care-clinics-walmart-offering-its-employees-healthcare-workforce-education
Middle and Lower-Income Households and All Generations of Consumers Are Turning to Private Label to Save Money
Shopping Behavior by Income Shopping Behavior by Generation
Buy private label products to save money
74%
83%
86%
88%
Buy private label products to save money 82%
87%
85%
78%
80%
Try new, lower-priced brands to save money. 63%
70%
74%
79%
Try new, lower-priced brands to save money.
63%
53% 74%
79%
76%
> $100K
$55K-$99.9K
$35K-$54.9K
< $35,000
Gen Z
Millennials
Gen X
Boomers
Seniors
Frequently/Occasionally Summary
Source: IRI Consumer Connect™, Q3 2019
Source: IRI Consumer and Shopper Insights Advantage™, All Outlets, YTD Sept. 8, 2019 vs. YA, NBD aligned
© 2019 Information Resources Inc. (IRI). Confidential and Proprietary. 9 99.9% of shoppers buy private brands today, 124M+ HH in YTD 2019
Shoppers Feel Good About Store Brands, Yet Packaging May Be Deterrent to Trial Statement That Best Describes Your Way of Shopping Makes me feel good to buy store brand because I"m saving money 65% 60% Feel good about serving store brand to family 53% 60% Feel good about serving store brand to guests 45% 41% Packaging makes it look of lesser quality than national brand 18% 19% Tried store brands but quality not as good as national brands 15% 19%
2019 Store brands better than national brand 11% 11%
2016
Tried store brands but family did not like 6%
5%
Source: IRI Consumer Survey
Private Label Dollar Sales Decelerated in 2019 However, They Are Growing at Double the Rate of National Brands
Source: IRI Market Advantage™, Year-to-date ending Sept. 08, 2019 and same period prior years; MULOC 2019 2018 2017 2016 2019 2018 2017 2016 Total Private Label Total National Brands Total CPG Total Private Label Total National Brands Total CPG .4 -1.0% -1.2%
-0.6% -0.2% 0.3% 0.4% 0.4% 0.3% 0.8% 1.1% 1.7% 1.4%
1.5% 1.3
1.9% 2.3% 2.0% 2.2% 3.5% 3.9% 3.8% 4.4% 5.6% Unit Sales Change Total CPG by Market Sector Dollar Sales Change Total CPG by Market Sector % -%
Private Label Is One of the Key Drivers of Store Selection, Particularly Among Mid- and Lower-Income and Younger Shoppers
Private Label Behaviors by Income Private Label Behaviors by Generation
I buy private label options only from certain stores I trust
I often buy private label
50%
65% 64% 60% 60%
I buy private label options only from certain stores I trust
I often buy private label
58% 62% 65% 60% 54% 67% solutions instead of name brands
I prefer stores that have a large variety of private label products to choose from
I choose to shop at certain stores because of their private label offerings
I rarely or never purchase private label solutions
13% 10% 9% 11% 54% 63% 68%
53% 63% 66% 67%
44% 51% 49% 55% solutions instead of name brands
I prefer stores that have a large variety of private label products to choose from
I choose to shop at certain stores because of their private label offerings
I rarely or never purchase private label solutions
10% 11% 10% 12% 10% 65% 56% 55% 58% 67% 68% 62% 57% 59% 52% 54% 52% 46% 44%
> $100K
$55K-$99.9K
$35K-$54.9K
< $35,000
Gen Z
Millennials
Gen X
Boomers
Seniors
Top 2 Box Summary
Source: IRI Consumer Connect™, Q3 2019
Private Brands Greatly Influence Which Retailer(s) Consumers Choose to Shop Store Brands Are Extremely or Very Influential on Store Choice
+12 pts +14 pts +25 pts +10 pts
Pts Reflect Absolute Change vs. 2016 Survey Results
Source: IRI Consumer Survey 2019 Mass Club/Warehouse Specialty Grocery Traditional Grocery 44% 46% 67% 42%
Private Brands: A Retailer’s Guide to Greater Opportunity According to IRI research for “The Power of Private Brands: From the Consumer” report, published in October 2019, adoption of private brands is far outpacing growth of national brands. Retailers have many opportunities to keep the adoption momentum going. For the full report, visit FMI.org.
Private Brands Influence Store Visits — 46% of respondents and 54% of millennial respondents report that store brands are extremely or very influential in store choice.
Specialty Grocery Holds the Secret Sauce — More than two-thirds of respondents say private brands are extremely or very influential on store choice in the specialty grocery channel. Trader Joe’s does a remarkable job of promoting a sense of discovery and creating a welcoming, entertaining shopping experience .
Packaging’s Potential — Nearly 20% of respondents report that packaging makes private brands appear to be of lower quality than national brands. While this is a small percentage, retailers should take note, as packaging is a key consumer communication element, and is increasingly being scrutinized for ecological reasons. Packaging presents an opportunity for retailers to shine through with quality graphics, messaging and reuse/recycle/reduce attributes. Tier It Up — Consumers have demonstrated they are willing to pay more for premium-quality products. Costco, in particular, has formed partnerships that promote both the store brand, Kirkland, and a national brand, such as Nature’s Path Organic and Newman’s Own.
Millennials Do Rule ― And Gen Z Is Right Behind Them — Millennials demonstrate the highest adoption of private label products, increasing 10% in 2019 from 2018, outpacing their adoption of national brands. Millennials are moving into higher spending years, so demonstrating value, quality, and innovation will be key to continued adoption. Tap the Potential of Older and High-Income Shoppers — As these groups demonstrate increased engagement with private brands, retailers should consider how to further appeal to these shoppers with innovation that speaks to life stage and household makeup, including premium and organic.
Innovation Matters — Retailers shouldn’t wait to follow national bra...