Are women more likely to buy store brands than men?
When it comes to buying store brands, I am the least likely candidate to do so when considering my peer group. Like any other shopper, I’ve had my fair share of purchases that ranged between store brands to nationally recognized brands and all of those in between.
It was only though this buying process and trial by fire that I was able to know that not only has the quality of these store brand products gone up, but the price points have been more than reasonable when compared to a national brand—is it too late to say twinning?
My better half was the one who actually promoted these private label products in our early college years of dating. As for my wife, she is fully convinced about the value proposition of private label store brands, though she may stick to one or two national brands for certain products, her loyalty is unwavering. In fact, with great success, she will find great explanations as to why the TopCare ibuprofen is more than comparable to the big name brand most people are familiar with. She will absolutely not budge on substitution for a bigger brand name. It is either the store brand peanut butter cookies or nothing at all as far as she is concerned.
According to PLMA’s 2016 Private Label Yearbook, last year nearly 1 out of every 4 items sold in U.S. supermarkets were a store brand. Market basket research by PLMA consistently reveals that shoppers can save about 1/3 on basic food and household items in a typical supermarket by opting for the store brand over national brands.
All things considered, based on my own experiences as a husband it appears women more than men are entirely more convinced and more willing to try store brands as long as the comparable has a strong value proposition perceived in quality and price. Though retailers have evolved in their own store brands, one of the key components missing to their sales success is better marketing and self-promotion to convince shoppers to give their products a try.