Organic Brands Feel the Heat of Organic Private Label
SCHAUMBURG, IL July 23, 2009 – Natural consumers continue to embrace organic products including Organic Private Label.
According to the SPINSscan Consumer* 2008 Report, of all outlet product purchasing, consumer loyalty for Organic Private Label products intensified in 18 of 31 grocery categories. As a result, Organic Private Label was pushed to the number one brand in consumer loyalty in a third of the 31 organic grocery categories studied. In most cases, the increasing loyalty to Private Label negatively impacted the organic category brands with the highest loyalty. Cold cereal is the only organic grocery category that grew consumer loyalty with minimal impact to the two brands with the highest consumer loyalty.
Loyalty is a consumer measure that provides insight into how well a brand is meeting consumer expectations based on actual purchasing behavior. In terms of purchasing behavior, loyalty is defined as a brand buying household’s share of category dollars spent on the brand.
*SPINSscan Consumer driven by Nielsen Homescan
SPINS (www.spins.com) is the first company to offer Natural Products sales data to the industry. Established in 1995, SPINS is now the premier provider of industry reporting and consulting services for this rapidly expanding sector. SPINS’ comprehensive offering includes retail measurement services, content-based reporting, consumer information and consulting services.
Please direct any SPINS press-related inquiries to Jennifer Fuller at 847.908.1224 or jfuller@spins.com.
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