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Retailers, consumers and prices

Check Out Line: The name brand/store brand switcheroo

July 10, 2009

foodCheck out which name brand products Americans have shown a willingness to sacrifice amid the recession.

According to research from marketing firm ICOM, consumers have jilted their favorite national food, household, health and personal care brands.

But when it comes to giving up their favorite name brand pet or child care products, they are not so willing to be unfaithful.

The following list shows the percentage of consumers in various product categories who have switched to store brands and away from national brands in the past six months. The list is based on ICOM’s May survey of 1,530 American consumers:

  • 59% for food and household products;
    48% for health products;
    48% for personal care products;
    23% for pet care products;
    12% for child care products.

The survey also found that when it comes to over-the-counter medical items,  there is a link between severity and specificity of ailment and openness to switch. The following data depicts the percentage of consumers in each category who have switched to less expensive store brands and away from national brands in the past six months:

  • 42.2% for general pain relievers;
    31.7% for cold and cough medicines;
    30.8% for allergy remedies;
    21.5% for heartburn medication

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