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Private label consumer habits

This article was originally published in The Rose Sheet

Executive Summary

Almost half (44%) of shoppers purchase private label health and beauty products, according to a recent consumer phone survey of 1,017 people (23% male, 77% female). Of this group, 19% purchase such items "frequently," while 25% buy such items "occasionally," the Private Label Manufacturers Association says. Among those who regularly purchase store-brand groceries, 30% say they frequently buy private label health and beauty products. Results suggest that the popularity of private label products has moved beyond the grocery channel to "lend a halo effect" on the private label heath and beauty category, PLMA says. Nearly two-thirds of respondents said new and innovative store brands and a greater variety of store-brand products would inspire them to purchase more, while 51% wanted better in-store merchandising and 44% suggested more advertising and promotion of private labels...



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