Almost half of consumers said they would never replace Coca-Cola with an own-brand equivalent, according to new research that pitted own-label and branded products.
The beverage was the brand consumers would least like to forsake, market insights provider Instantly said, with Cadbury chocolate, Heinz ketchup and Pepsi also performing well. The survey was conducted among a sample of 840 consumers.
The same study found that more than two thirds of shoppers named Tesco’s Everyday Value as the most recognisable supermarket own label range, nudging the retailer just ahead of Asda’s Smart Price which was recognised by 64% of respondents.
A majority of respondents said that price was the biggest motivating factor in choosing to switch from brands to own labels, while almost half said that taste and quality were the most important reasons for deciding to stay loyal to a branded product.
Other key findings include that 81% of respondents said that they buy both own-label and branded products, with 48% agreeing that supermarket own label brands have improved during the last ten years.
Instantly managing director Ben Leet said: “With the ever intensifying battle between supermarkets, own label products have become a major factor. Consumers want good quality for lower prices and our research has given supermarkets an insight into the preferences of their target audience. Major brands such as Coca-Cola are still dominant but own label products aren’t far behind and supermarkets need to capitalise.”
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