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Looking at "The Shoppers Perspective"

One of the best resources for Private Brand news,, recently called our attention to a new report "Supermarket Own Label Products: The Shoppers Perspective."

Digging into the details of private label shopping, this report promises to explore the 42% of shoppers who, on average, say they sometimes buy private label brands. Topics covered include:

  • Key findings and summary
  • Retailer overview ' Own label offering
  • What is own label
  • The private label shopper: current adoption and changing behavior
  • Perceptions of private labels versus national brands

With the number of shoppers who consider private brands growing all the time, and major brands from Supervalu to Best Buy to Kohl's expanding their private label offerings (and seeing sales success as a result), this information should prove to be valuable to anyone interested in the behaviors behind private label buying.

Two questions that are at the forefront of many minds: What stops customers from picking up a private label product? And what do shoppers see as the strong points of private label brands?

Has your brand done any research about the behaviors of a private label shopper? What sorts of techniques or technology do you employ to find out more about your shoppers perspective? Eye-mapping? Something else? Share with us in the comments!

Interested in learning more about the Private Brand Movement? Join us this September at the Private Brand Movement 2011 conference.

Interested in more information on consumer insights and shopper research? Check out the The Shopper Insights in Action Conference, July 11-13th in Chicago.

This post has been reposted from the Shopper360 blog.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at