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Retail Intelligence

Two Thirds of 18-24 Year Olds Always Buy Own Label As Part of Shop

The latest Consumer Insights survey from Empathy Research has found that two thirds (66%) of consumers aged 18-24 always buy private label brands as part of their grocery shop.

Overall, two-fifths (41%) of the 1,085 consumers surveyed typically purchase own label brands, a trend which is more popular amongst younger consumers than those in older age groups.

Only one in 10 Irish consumers surveyed said that they ‘never’ or ‘rarely’ purchase own brands as part of their grocery shop.

A further two fifths (40%) claimed that they buy 'more' own label brands now than they did last year, with over half (52%) saying that they buy the 'same amount'.

Of those who are buying own label brands, almost three quarters (74%) indicated that it was due to 'cheaper prices', while 55% indicated that own label brands offered 'better value'. Almost a third (31%) of consumers surveyed said that there is ‘no difference between branded and own branded goods.’

In terms of which retailers respondents are buying own label brands in, almost a quarter (24%) stated that Aldi offers the best range, followed closely by Tesco (23%), which was most popular among 18-24 year olds and those without children.

SuperValu (14%) ranked as the third most popular for own label brands, with Dunnes Stores (13%) tied with Marks & Spencer (13%).

© 2015 - Checkout Magazine by Hannah Popham. 

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