Supermarket Perimeter - March 2021 - 15

In 2019,
nearly
half (46%) of
consumers said
store brands were
very or extremely
important on
store choice.

Most national suppliers have easily accessible websites shoppers can
visit to learn more about where their food is coming from and get ideas
on how to use them.
With the wide variety of national brands accessible to retailers, it's
also easy to offer a wide range of products that can cater to varying
consumer preferences. For example, retailers can partner with brands
that are known for their vegan products, or a brand known for
indulgence, or a brand known for sustainability, that they may not be
able to emulate with their own private brands.
Retailers can still build on product attributes with their own private
brands, but with national brands, the reputation is already there.
" Whether you're a retailer who frankly has an appeal to everyone, and

you have a broad chain name, or you maybe don't have a sub-brand or
the marketing dollars to support a strong private brand around health
and transparency claims, that's where the national brand can give you
that instant credibility, " Parker said. " That lets you put the brand on
your shelf, where they are taking care of those transparency issues in
the supply chain, and marketing messages. Where they can come in
because they're only making that type of product. "

Private brands offer increased flexibility
The unique thing about private brands is they are usually seen as
a reflection of the overall image of a store, pointed out Anne-Marie
Roerink, president of 210 Analytics.

supermarketperimeter.com

MARCH 2021 - 15


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Supermarket Perimeter - March 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2021

Supermarket Perimeter - March 2021 - 1
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