IDDBA’s ‘New Value Shopper’ Finds Store Brands Growing Fast

Store brands are growing fast. This is one of the key findings in the Madison, Wis.-based International Dairy-Deli-Bakery Association’s (IDDBA) newest research, “The New Value Shopper.”

Consumers are broadly moving toward store brands, and it’s unclear at this point whether they’ll return to their previous national brands once the economy recovers. Many who have made the switch are finding store brands to be just as good in quality and taste. Nearly half of all consumers today purchase store brands “all the time” as part of their regular shopping behavior. Another 43 percent do so occasionally (though not as part of their regular shopping behavior), with just 12 percent doing so rarely or never at all.

Almost 90 percent of shoppers, in other words, currently purchase store brands with measurable frequency. In the past, store brands may have been shunned and regarded as being of inferior quality; however, consumers today generally hold them in a positive light. In fact, as revealed by the results of the survey, a majority of shoppers (58 percent) believe that, with regard to quality, store-brand products are just as good, if not better, than name-brand products. For more information, visit

- Nielsen Business Media
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