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Beauty Industry

A New Study, Brands vs. Private Label

The results of a recent study conducted by The Integer Group and M/A/R/C Research.

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By: Jamie Matusow

Editor-in-Chief


A recent study called The Checkout, conducted by The Integer Group and M/A/R/C Research, shows that more women shoppers — 90% — will compare store brand products with brand names, while only 77% of general shoppers will do the same. However, these stats don’t ring true when it comes to beauty products.

In the health and beauty category, 74% of Hispanic shoppers and 65% of general shoppers stated they are more likely to choose a name brand over a private label product. Fifty-one percent of shoppers indicated that they continue to buy brand name products over store-brand alternatives because they trust the brand.

Brands are also maintaining a slight advantage over private labels for quality perception — indicating that package designers must be getting it right. The gap is closing, however, as perceived lines of quality blur. Private label brands are struggling to compete by using nicer packaging, and consumers are noticing. Based on this survey, 14% less shoppers think brand name packaging is more attractive than private label packaging, since 2010.

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