http://store.nielsen.com/

PRIVATE LABEL BUYING BEHAVIOUR

SAMPLE REPORT

Co

pyr

igh

t ©

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

2

The Client is not authorised to publish and/or adapt this research report,

whether in whole or in part(s), in the press, on the radio, on television, in

leaflets, data search systems, litigations etc. without prior written consent of

Nielsen .

Consent for publication should be sought from Nielsen each time.

CONFIDENTIALITY CLAUSE

Co

pyr

igh

t ©

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

3

RESEARCH DESIGN

Coverage: National

Target respondents:

• Males/females

• Aged 18–65 years

• Both main grocery buyers and decision makers in the household

Interview Methodology: Online

Sampling Method: Random sample

Sample Size: n=1200

Fieldwork Period: October 2014

Co

pyr

igh

t ©

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

4

STRUCTURE OF THE SHOPPER SAMPLE

72%

25%

3%

MAIN SHOPPER

INFLUENCER

INFLUENCER

25% 75%

WOMEN MEN

59%

41%

Base: All shoppers(n=1200) Ref: Q4.Please record your gender Q5.Which age group from the list below do you belong to?

GENDER AGE BY GENDER ROLE IN SHOPPING

12%

11%

15%

36%

20%

34%

11%

27%

36%

28%

35%

20%

31%

28%

40%

16%

Men

Women

Men

Women

18-24 y.o. 25-34 y.o. 35-49 y.o. 50-65 y.o.

Co

pyr

igh

t ©

2012

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

5

DRIVERS BEHIND BUYING PRIVATE LABEL

DRIVERS BEHIND BUYING PRIVATE LABEL

59%

59%

52%

27%

9%

4%

2%

1%

2%

Less expensive than named brands

Quality just as good as named brands

They offer really good value for money

Quality of store brands is improving

Products I want are only available in store brands

Word of mouth. Others have recommended them

All other

None

Don't know / Not sure

Base: All aware of Private Label. 2012 (n=1138), 2013 (n=1118), 2014 (n=1135) Q115 Why do you buy store brands?

62%

63%

52%

26%

7%

4%

1%

1%

2013

62%

60%

53%

28%

8%

4%

2%

2012 2014

1%

1%

1%

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

6

PRIVATE LABEL BUYING BEHAVIOUR

Base: All aware of Private Label. 2014 (n=1135) Q114 Overall, compared with 12 months ago, would you say you are buying more store brand products, fewer store brand products, or about the same?

More (%) Less (%)

CLEVER 47% 12%

S-BUDGET 42% 12%

Ja!Natürlich 27% 13%

BALEA 26% 13%

BILLA 20% 11%

Base: Those claimed to have made some change in P12m. 2014 (n=443) Q118a/b which store brands are you tending to buy more of and less of?

48%

48%

37%

4%

1%

48%

48%

34%

5%

1%

I am choosing cheaper storebrands than before

I am trying out some differentstore brands

I am choosing more premiumstore brands than before

I have stopped buying a particularstore brand

Others

2014

2013

Base: Those claimed to have made some change in P12m. 2013 (n=466), 2014 (n = 443) Q117. What changes have you made?

WHETHER BUYING MORE OR LESS PRIVATE LABEL BRANDS VS P12M

CHANGES MADE IN PRIVATE LABEL SELECTION

WHICH PRIVATE LABEL BRANDS BUY MORE/LESS

More, 46%

The same, 44%

Less, 6% Never , 1%

DK, 3%

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

7

PRIVATE LABEL PURCHASES BY CATEGORY

Base: Those claimed to have made some change in P12m. 2014 (n=443) Q119, Q120 category evaluated by private label buyers within that category

68%

66%

66%

65%

65%

61%

60%

59%

59%

59%

58%

56%

54%

53%

33%

100%

16%

31%

32%

31%

33%

35%

35%

38%

36%

36%

37%

28%

38%

28%

61%

16%

3%

3%

4%

2%

4%

5%

3%

5%

5%

5%

16%

8%

19%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Baby Food

Household products, like cleaners

Dairy Products (milk, butter,)

Personal Care include Shampoo, soap or other hair and body cleansers

Staple foods (rice, flour, pasta, etc)

Pet Food

Carbonated Soft Drinks

Any paper products like tissue paper, paper towels, or toilet tissue

Frozen and chilled foods

Snacks & Confectionery

Non-alcoholic beverages

Store branded medications e.g Store branded painkillers etc..

Canned and package groceries

Prepared meals

Alcoholic Beverages

Other

Buying more than 12 months ago Buying about the same Buying less than 12 months ago

PRIVATE LABEL PURCHASES BY CATEGORY