Over three-quarters of Americans (78%) say that rising prices have driven them to purchase more private label products, according to a new report from data firm Reach3 Insights.
In the study of 2,000 U.S. adults conducted in early July, 58% of respondents reported buying more store brand pantry and household products. More than half of respondents (65%) said that outside of packaging and branding, private label products and national brand products are the same.
“In thoughtfully considering how and where to save, shoppers see store brands as a great alternative,” Katie Sheehan, Vice President of Reach3 Insights told Store Brands. “Staples, like pantry items and household products, have seen the largest store brand adoption due to inflation. But, our research shows that shoppers are increasingly looking to private label brands for frozen produce, baby products, and salty snacks due to rising prices. Two categories where shoppers are sticking to national brands most are pet food/treats and alcoholic beverages."
The survey found that across all income brackets, inflation is having an impact on what people buy, with 91% admitting to being more thoughtful about purchases. Consumers are purchasing fewer “treats” for themselves, with beauty products (53% buying less), frozen appetizers (52% buying less), sweet snacks (51% buying less) and ice cream (50% buying less) all being purchased less due to inflation.
“I do not buy as many frivolous snack foods as I used to, we dine out less and I now pack lunches versus buying lunches,” said one respondent quoted in the report. “I also have swapped premium labels for store brand labels.”
Two categories Reach3 Insights found least impacted by inflation are baby and pet products. 80% of those who shop for these items are purchasing these categories as much or more as they were prior to record inflation, compared to an average of 59% buying the same products in other categories.