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Income Doesn’t Dictate Private Label Preferences

July 25, 2014
by Candy & Snack TODAY

Denver — Regardless of income level, most shoppers say they regularly compare prices between private label items and their national counterparts, according to strategic market agency The Integer Group.

In addition, most consumers report looking for sales and coupons before exploring private-label options, the agency reports, suggesting that despite income, all shoppers allow various saving options to inform their final purchase decisions.

Craig Elston, senior vice-president of insight & strategy, says: “Although one might think that shoppers with means aren’t a flight risk for brands,, or that lower-income shoppers don’t have any other options but private label, our findings suggest otherwise. This means every brand needs to persuade every shopper of its worth.”

While the most shoppers compare private label products with national brands, the Integer Group finds that lower-income consumers are more inclined to purchase store brand cereal, cleaning and laundry products, while higher income individuals tend to avoid private label snacks, beverages and ice cream.

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