Organic private brands stack up against national counterparts

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Organic private brands stack up against national counterparts

By Dan Ochwat - 04/24/2020

More than 80% of consumers say “organic store brands are just as good” as national organic brands, according to a new report from The Hartman Group.

In support of its new report, “Organic and Beyond 2020,” available for a fee here, the analysts released a teaser infographic that said approximately 83% of the consumers they’ve surveyed believe organic store brands are as good as national brands.

It’s not a huge surprise as retailers have made a strong push in organic with their organic brands, think Kroger’s Simple Truth, Ahold’s Nature’s Promise and Albertsons O Organics, to name a few.

The Hartman Group teaser said that the very presence of these large organic, lifestyle brands (see our lifestyle brand report) have established a “halo of trust” in the retailers. The report said that consumers value organic and natural private brands for their availability across categories in the store, association to quality and lower prices.

The report also said that 35% of organic shoppers say they are purchasing “more organic private brands vs. one year ago.” 

Hartman’s overall report takes a larger view of the organic industry as a whole, dipping into what makes the products natural and organic, what’s happening in food and beverage brands, and what’s happening with retailers and foodservice operators.