Walmart’s Great Value private-label brand was the most recognizable among consumers in panel research study

Consumers prefer certain private-label products over others, and some do not even know they are purchasing private-label brands, according to a new study by Market Force Information, the world’s leading customer intelligence solutions company. The panel research study, conducted in March with 6,100 participants, was designed to uncover which private-label products consumers buy and whether they know they are actually buying private label.

Market Force’s customer satisfaction survey revealed a direct correlation between private-label brand awareness and adoption. Among the grocery categories, consumers were most aware of private-label dairy brands and were more likely to buy them than private-label cereal and snacks, while cleaning supplies ranked low in awareness levels and purchases. Walmart’s Great Value emerged as the most familiar private-label brand across all categories.

Got (Private-Label) Milk? Consumers Thirsty for It
Milk was the most popular and familiar of the private-label categories studied by Market Force. Of the 84% who know their store sells private-label milk, almost one-fifth said they buy it all of the time and 45% buy it some of the time. Interestingly, taste does not seem to play a significant role in consumers’ thirst for dairy, with only 7% citing it as a factor in their private-label milk purchases. Price was the overriding purchase factor with 81% mentioning it, followed by value with 53%, and coupons and promotions earned 16% to rank as the third most important consideration.