The growth and impact of
Own label in UK Convenience
him! 2014
25/11/2014
Copyright © 2012 HIM Ltd
1
© him! Ltd 2014. All rights reserved.
This report aims to:
Identify the
importance of
own label to
convenience
stores
Demonstrate
who is
performing well
in own label
Understand why
they are
performing well
Identify which
categories
shoppers will
always want
brands in
This insight & understanding will enable you to:
• Identify strengths & weaknesses in own label, by retailer
• Make more informed and successful ranging decisions
• Strengthen supplier / customer conversation, based on
shopper need
• Shape future strategy based on fact, not assumption
Copyright © 2012 HIM Ltd
© him! Ltd 2014. All rights reserved.
Own label is developing in convenience and shoppers
perception has improved over the last few years
Big opportunity for symbols - they need to build more
awareness of their own label offer
Two reasons why the own label shopper is important:
1) More engaged (combats the trend of auto-pilot
behaviour)
2) Can help to secure the core top up mission
For certain categories, brands are essential. However, if own
label is to a high standard shoppers are less brand loyal for
categories in certain categories.
Copyright © 2012 HIM Ltd
© him! Ltd 2014. All rights reserved.
Shoppers perception of own label has improved
over the last few years
% of shoppers who purchased own label
because it is “Better quality than the
equivalent brand”
2014
42%
2013
15%
of shoppers rate
the range of own label
excellent
8%
Copyright © 2013 HIM Ltd
© him! Ltd 2014. All rights reserved.
Own label is most often purchased on a top up mission- a
core mission we are trying to protect
Shopper missions
Share of Trade Spend
2014 vs. 2013
Top up
Newsagent
FTG
Inner
= 2013
Top up
Drink to Go
MFT
Treat
Other
FTG
CTP Average
Own label
MFT
Newsagent
Nisa
Copyright © 2013 HIM Ltd
© him! Ltd 2014. All rights reserved.
Shoppers of own label typically buy:
Q. What own label products do shoppers
purchase?
Milk x%
Fresh fruit & veg x%
Bread/bakery (wrapped) x%
Fresh meat/fish x%
For a quick and easy
weekday meal
Own label shoppers over index on
shopping for “a quick & easy weekday
meal” occasion
x% vs. x% (CTP Average)
Tinned & packet grocery x%
Soft drinks x%
Copyright © 2013 HIM Ltd
Cheese x%
What this means for
convenience
Sandwiches x%
•
•
Shoppers don’t just want own label
ready meals they want core
categories for an evening meal
solution.
Inspire shoppers through promotional
offers, meal deals and innovative
signage.
© him! Ltd 2014. All rights reserved.
Shoppers in London are more likely to purchase
own label products
% of shoppers who bought an own label product
Scotland
x%
North
x%
Midlands
x%
Wales
x%
SE & SW
x%
Copyright © 2013 HIM Ltd
What this means
for convenience
London
x%
•
Although Londoners are more
affluent and are higher
spenders, there is still a
demand for own label offers.
© him! Ltd 2014. All rights reserved.
Additional reports available:
You may also be interested in:
•
Maximising the food to go opportunity in UK Convenience
•
Food to go in food service outlets: how can UK Convenience
compete?
•
Price marked packs: are they right for UK Convenience?
•
The growth and impact of own label in UK Convenience
•
The Future of Convenience: 2015 and beyond.
CTP 2014
© him! Ltd 2014. All rights reserved.
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Pay only £3,500 + VAT
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Copyright © 2012 HIM Ltd
© him! Ltd 2014. All rights reserved.