The shopper view on supermarket private label tiers

In this report, we asked shoppers how they use and perceive each of the different tiers of supermarket private label products - value, standard and premium. We explore:

  • How usage occasions differ between the three tiers of own label products
  • How quality and value perceptions differ between the three tiers of private label
  • How each tier of private label compares against branded equivalents
  • What would encourage shoppers to buy more of each tier of private label