Eigenmarks on the advance: So save Kasseler when shopping

Eigenmarks on the advance: So save Kasseler when shopping

Kassel - In a constantly changing consumer climate, more and more people are paying attention to saving money while shopping. The prices in the supermarkets are increasing and many consumers are looking for opportunities to reduce their expenses. A remarkable trend here is the switch to self -brands of the supermarkets, which turns out to be attractive alternatives to known branded products.

The latest knowledge of a survey by Knuspr in cooperation with the market research company Appinio show that the acceptance and popularity of own brands has grown significantly. These products seem to be favored particularly among the younger consumers between 25 and 34 years. The reason for this? The price sensitivity is high, and many expect their own brands a good price-performance ratio.

growing consumption of own brands

The survey showed that 78 percent of the own brands surveyed see the best way to save money when shopping. Favorable prices and the availability of the products are the main reasons for this choice. Consumers like to use their own brands, especially in the case of staple foods and household articles, including:

1. storage products such as noodles and canned goods (45 %)
2. Household products, including cleaning and hygiene articles (41 %)
3. cooling products (37 %)
4. frozen products (36 %)
5. drinks (36 %)

However, there is still room for improvement in areas such as regional products, organic goods and premium articles. Here you often hesitate to choose own brands, and preferably known brands.

skepticism remains

Despite the advantages that own brands bring with it, reservations are held in part of the consumer. Around 30 percent of those surveyed perceive the quality and taste of own brands to be inferior compared to branded products. In addition, 53 percent still prefer the branded goods for special occasions. These prejudices could sometimes result from the assumption that a brand always stands for better quality, even if this does not always apply. In a recent test series, a Lidl own branded cream has a comparable high-quality branded product.

An interesting result shows that the willingness to spend more money on branded products decreases with age. While almost half of the respondents are generally willing to pay higher prices for favorite brands, the 55- to 65-year-olds are only 33 percent. This realization indicates that younger consumers use more willing to use their own brands, while older generations hold on the usual brands.

The focus is often on another aspect of the own brands: availability. In times of products and delivery difficulties in high -quality branded products, it can be seen that many consumers prefer to fall back on the own brands of the supermarkets. These not only offer an alternative price level, but often also guarantee the constant availability of your articles.

market research and consumer behavior

In the context of this survey, it is essential to consider the dynamics of today's market research and the changing consumption behavior. How consumers choose their foods and products not only reflects economic considerations, but also deeper cultural and social trends.

The supermarkets react by adapting and improving their own brand strategies in order to meet your customers' needs. The products offered not only have to be economically attractive, but also to convince qualitatively in order to gain consumers' trust. With this development, the future of own brands is likely to be secured, even if doubts and skepticism continue to exist.

Another aspect that is related to own brands is the origin and transparency of the products. Many consumers are increasingly emphasizing sustainable and regional products, which leads to a differentiated perception of own brands. In recent years, many supermarket chains have made their own brands more environmentally friendly and rely on regional suppliers. This is partly a response to the increasing demand for sustainable products and in order to address the negative perspective on conventionally produced goods in an international comparison.

sustainability initiatives in the supermarket

An example of such initiatives is the "REWE BIO" brand, which is not only guaranteed biological quality, but is also produced regionally. Netto and Lidl have also introduced own brands that focus on sustainable products. These aspects address particularly environmentally conscious consumers who are actively looking for options that meet their ecological standards. REWE and Lidl have published extensive information on the origin and production conditions of their own brands.

Polls show that consumers are not only important for transparency and sustainability, but that they are willing to accept higher prices. An investigation by YouGov showed that 53 percent of the respondents would pay more for more transparency in food production. This tendency strengthens the development of own brands that represent ethical and sustainable values, and supports the supermarkets in their efforts to increase the attractiveness of their own brands.

Growth and market shares of own brands

According to the market research company Nielsen, the proportion of own brands in the entire food shopping in Germany has increased continuously in the past five years and is now around 40 percent. These figures make it clear that own brands are increasingly perceived as serious competition for traditional branded products. Especially during economic uncertainties, such as the Covid 19 pandemic, many consumers opted for cheaper alternatives, which benefited the growth of their own brands. Nielsen predicts that this trend will continue in the coming years, since price awareness and the search for quality will continue to become more important.

In order to take into account these changing consumer preferences, supermarkets are required to expand the range of own brands and continuously improve in order to meet the quality standards and at the same time to ensure a good price-performance ratio.