Perceptions about private label are overwhelmingly favourable—almost two-thirds of New Zealand respondents (62%) say store-brand quality has improved over time, according to a new study by Nielsen, a leading global provider of information and insights into what consumers watch and buy. Price is a primary driver of purchase intent among 69% of Kiwi respondents, but quality is important, too. Nearly two-thirds (63%) believe private labels offer extremely good value for money.
Value share is 13.5% in New Zealand and 21% in Australia. Virtually all households purchased private label products in the past year and in New Zealand private label growth (4.3%) outpaced total retail growth (1.9%)*.
Lance Dobson, Nielsen New Zealand’s Director of Retail, said, “To drive increased private label growth, retailer focus and commitment is critical. Retailers must understand shoppers’ demand for both private and national brand product and categories.”
Dobson adds, “Kiwis are increasingly aware of price, which is no longer a differentiator, but an expectation. Successful store brands will be ones that invest in brand management activities like their supplier peers. Private label brands need to create unique offerings and improve quality concerns with reputation building strategies. By offering value, standard and premium tiers they’ll be better able to compete for consumers at all price points and drive store loyalty.”
*September 2014 Moving Annual Total (MAT)
About the Nielsen global survey
The Nielsen Global Survey of Private Label was conducted between Feb. 17 and March 7, 2014, and polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6 %. This Nielsen survey is based only on the behaviour of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 %Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.
Nielsen N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.Nielsen.com.