Because of the higher prices, more and more people are turning to their own brands in the supermarket. That’s according to a new poll.
In view of the dramatic price increases in the food trade, consumers in Germany are increasingly turning to low-priced retail brands. In a survey for the “Private Label Monitor 2023” by the trade journal “Lebensmittel Zeitung” in March, 62 percent of the approximately 1,000 respondents stated that they were reacting to inflation by buying private labels instead of brands. For comparison: in 2022, 54 percent of those surveyed did so.
Overall, according to the annual overview, 95 percent of all consumers buy private labels now and then or regularly. The private labels are a “central element of the savings strategy” of the population, wrote the newspaper. More than two-thirds of those surveyed see private labels as an effective means of saving money when shopping.
Almost 80 percent pay more attention to prices
Around 79 percent of those surveyed stated that they pay more attention to prices when shopping for groceries. A year ago it was 70 percent. 86 percent of those surveyed agreed with the statement “I have the feeling that I now get significantly less for my money when shopping for groceries than I did a year ago”. According to the survey, for almost half (46 percent) of those surveyed, a retailer’s own brand range is now an important criterion for deciding whether the retailer will be approached.
However, people’s willingness to buy their own brands instead of branded items is not equally pronounced in all product categories. According to the survey, private labels are used most frequently for toilet paper, cleaning agents and cleaning products as well as milk and milk-mix drinks. The retail brands for baby and children’s products, spirits, beer and animal feed were least in demand.
