PL Packaging Has Reached Brand Quality Levels, Survey Says

April 27, 2011
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Most consumers are unable to tell the difference between national and private label packaging, says a recent study conducted by Market Force Information, a New York, N.Y.-based market research firm. The eroding differentiation between national and private label packaging, says Janet Eden-Harris, chief marketing officer at Market Force, is a result of food retailers doing “such a good job at packaging that people don't realize it's a store brand.”


Publix and Walmart had the greatest success of all the brands surveyed. In addition to having a stronghold on location and pricing strategy, these brands also scored top marks when it came to packaging their private label products.


The increased appeal of private label packaging also has helped consumers decide that private label products are just as good as name brand items, the study found. The only areas in which private label fell short on recognition were the snack, cereal and cleaning product categories.


Only 6 percent of those surveyed knew their stores sold private label cereal, while 40 percent were unaware whether their store offered private label cleaning goods. The low level of recognition for these items, says Jim Wisner, president of Wisner Marketing Group, is a result of retailers doing a less effective job at managing promotional programs for their private label.


The survey was conducted throughout the United States and Canada with a total pool of 6,100 participants. Seventy percent of the participants reported an income exceeding $50,000, while the remaining 30 percent consisted of people with mixed incomes. Participants' ages ranged from 25 – 64 years old, and roughly 75 percent of those respondents were women.

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