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Release Date: 2009-10-01
Report Length: over 260 pages (general and category analysis reports) Data tables in excel format
Market Coverage: US Market
Methodology: The quantitative findings in this report are based on the results of an online survey in July 2009 with a nationally representative sample of 1,500 adult US consumers. Qualitative findings are based on more than 100 hours of ethnographic interviews including one-on-one conversations at an individual’s home or at a specific retail setting, as well as group interviews also at consumers’ homes. In addition to interviews, our ethnography used a combination of data collection practices including social network parties and homework. Field locations: Atlanta and Seattle.
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Category: Shopper Insights & Retail
Private Label 2010: Redefining Meaning of Brand
Combining best-in-class ethnographic shopper analysis with leading edge quantitative modeling, Private Label 2010 has identified a clear trend occurring at the intersection of retail and private label whereby critical components of the retail and brand experience appear to be working synergistically to create a highly differentiated private label brand worthy of premium brand status—and beyond.
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This report goes behind the scenes with consumers in their homes and in stores to reach far beyond current one dimensional "data-driven" explanations of private label success. As the rules and strategies for competition among brands are being rewritten, the insights direct from consumers provide an accurate portrayal of the changing relationship between national brands and private label and the associated strategic business implications and opportunities for CPG companies, marketers, brand managers and retailers.
Private Label 2010 delivers a consumer-up, rather than industry-down, approach to building private label brands. It offers a glimpse into what the future holds for national brands competing with the new realities of private label products, brands and marketing.
CPG companies will gain insight into the most desirable attributes to incorporate into private label products and retailers will come away with an understanding of the most consumer-relevant ways to offer and promote private label goods. Marketers can expect to gain broad strategic insights on the ripest consumer spaces to tap through cultivating private label brands. Brand managers will gain new perspectives on how to compete and coexist with store brands.
This report provides an in-depth understanding into the dynamics of category-level decisions, shopping and usage behavior across food, beverages, personal care, OTC, household products, diapers and pet food.
What’s Inside
Looking through the lens of consumers, Private Label 2010 is your guide to making sense of a far too complicated industry. It presents a holistic consumer perspective on private label that includes a comprehensive look into:
- Consumer perceptions of private label vs. national brands
- Role of the economy on private label
- New consumer meaning of “value”
- Key drivers of private label and national brand usage
- Private label adoption pathway
- Brand switching
- Shopping strategies and retail implications
- Category analysis: 31 category-level examples and scorecards
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Learn more
For more information, please contact:
Blaine Becker
Director, Marketing & Communications
425.452.0818, ext. 124
blaine@hartman-group.com
© 2010 The Hartman Group, Inc. All rights reserved.
