Category Benchmarks: the place for private label

Dan Gillett
Shopper Insight Manager
@IGDShopperNews

Using our latest Category Benchmarks research, we examine how shoppers across 82 sub categories perceive quality and trust supermarket private label products compared to brands.

We consider how the value equation influences shopper perceptions when it comes to own label, and look at how manufacturers and retailers could win more shoppers by driving trial of their ranges.

Explore our category benchmarks dashboard containing responses from over 4,000 shops across 82 sub-categories to understand the shopping process.

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