PTPA Media Publishes Research Revealing that Private Brands Trust is on the Rise

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Survey reveals strong consumer belief in the quality and value offered by private brands.

Parent Tested Parent Approved

A few years ago, we would not have found such affirmation of trust in private brands

PTPA Media, the company that certifies innovative products families can trust, today announced the publication of consumer research revealing how private brands are becoming more trusted by supermarket shoppers. The company conducted a survey of over 1400 consumers. The research highlights a number of grocery shopping trends, including how consumer perception of private brands has increased in relation to National brands.

The survey found that 84% of respondents either agreed or strongly agreed with the statement “I trust private brands as much as the national brands.” Private brands highlighted include store products like Costco’s Kirkland™ or Walmart’s Great Value™. Survey respondents were asked to compare these brands to national brands.

“These findings really show a shift in consumer sentiment regarding private brands,” explained Sharon Vinderine of PTPA Media. “A few years ago, we would not have found such affirmation of trust in private brands.” Over 48% of consumers said they were “open to trying a new brand” because they were adventurous. Covid-19 has likely had an impact on how adventurous these consumers are with more and more shoppers looking at pricing as a primary shopping determinant.

The research further showed strong consumer belief in value and quality for private brands. Sixty percent of respondents either agreed or strongly agreed with the statement “Private brands are a better value.” Sixty-six percent agreed or strongly agreed that “Private brands are of equal quality to national brands,” while 63% agreed or strongly agreed that “Private brands are just as good if not even better than national brands.”

Other relevant findings from the research include the fact that grocery bills have gone up for 62% of respondents in the last six months. For 15% of respondents, their grocery bill has increased by more than $100 per week. Forty-seven percent saw grocery bills climb by over $50 per week. Only 9% said their bill had gone down over the last six months. Use of online shopping and grocery delivery apps is still relatively low, according to the survey. Half of respondents said they used no app or online grocery site. Fewer than 10% of respondents get more than half of their groceries from online services and apps.

The survey respondents comprised a group that was over 93% female. Eighty-eight percent did the shopping themselves. Nearly six in ten does grocery shopping once a week, with 27% going twice a week. Household sizes varied, with 23% representing homes with three people and 31% with four people. Twenty-six percent of respondents came from large families, with over 5 people in the house.

About PTPA Media Inc.
PTPA Media certifies innovative products that families can trust. Moms trust Moms so by leveraging a community of over 200,000 moms, PTPA is able to test and certify products as award winning as a direct result of consumer research. The Parent Tested Parent Approved seal of approval is recognized by consumers as one of the most influential awards programs in North America. By connecting manufacturers with consumers, PTPA Media helps companies serve their markets better, and helps families identify products that have been tested and recommended by their peers.

For more information visit http://www.ptpaawards.com

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Sharon Vinderine
PTPA Media Inc.
+1 (905) 738-1447
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