The Science Of ... , Evergreen Content

How ‘no name brands’ became trusted in SA (attracting R38 billion in spending)

South Africans trust housebrands, according to a new report by Nielsen.

The report states that 63% of South African consumers believe that private label quality is “as good as that of established name brands”.

Private label products account for R38.4 billion of consumer spend at supermarkets.

The private label industry’s share of the market has increased from 18.8% in 2014, to 19.4% in 2015 and 19.6% in 2016.

Nielsen also found that even wealthy households trust and buy housebrands.

The Money Show’s Bruce Whitfield interviewed Craig Henry, MD at Nielsen (Africa-Middle East), for his weekly “The Science Of” feature.

For more detail listen to the interview in the audio below (and/or scroll down for quotes from it).

The point of housebrands is to drive differentiation among retailers.

Craig Henry, Nielsen (Africa-Middle East)

Consumers are trying to keep their baskets up.

Craig Henry, Nielsen (Africa-Middle East)

Housebrands prevail where there’s low brand category leadership.

Craig Henry, Nielsen (Africa-Middle East)

Private label cooldrinks have grown massively on the back of price.

Craig Henry, Nielsen (Africa-Middle East)

We have a slightly higher penetration of housebrands than the global average.

Craig Henry, Nielsen (Africa-Middle East)

Click here (then“like” the page) to follow Bruce on Facebook.

Enter your email address in the form below to receive a newsletter containing the most-read articles of the week from Bruce Whitfield’s The Money Show every Friday morning in your inbox.

Subscribe to our Business Wrap Newsletter

Article brought to us by Old Mutual.


Recommended

by NEWSROOM AI
Read More
South Africans love their loyalty programmes (e.g. Pick n Pay Smart Shopper)

South Africans love their loyalty programmes (e.g. Pick n Pay Smart Shopper)

The use of loyalty programmes is skyrocketing, especially amongst the youth, according to the 2016 Truth Loyalty Whitepaper.

Stop saying ‘stakeholders’ or ‘paradigm shift’! Talk (and write) like a human

Stop saying ‘stakeholders’ or ‘paradigm shift’! Talk (and write) like a human

Language nerd Mandy Collins has advice for people who struggle to communicate in plain English.

Gupta-owned Oakbay’s CEO Nazeem Howa sets the record straight

Gupta-owned Oakbay’s CEO Nazeem Howa sets the record straight

Has Oakbay benefited from the Guptas’ friendship with President Jacob Zuma? The Money Show's Bruce Whitfield interviews its CEO.

Why we buy when Kanye West (or any other celeb) recommends a brand

Why we buy when Kanye West (or any other celeb) recommends a brand

Bruce Whitfield interviews Andrew Ross of activations agency Chaos Theory about the science of celebrity endorsement deals.

How to turn an inner-city slum into a hipster hangout

How to turn an inner-city slum into a hipster hangout

The Money Show's Bruce Whitfield interviews Jonathan Liebmann, the man behind Maboneng’s dramatic transformation.

Not fond of your bank/insurer/advisor? Cheer up! Soon you won’t need them...

Not fond of your bank/insurer/advisor? Cheer up! Soon you won’t need them...

People need banking; they don’t need banks. Enter “FinTech” - software that provides financial services.

Popular articles
[LISTEN] John Maytham gets a taste of life on board Cunard’s Queen Elizabeth

[LISTEN] John Maytham gets a taste of life on board Cunard’s Queen Elizabeth

John Maytham and his team hopped on board the luxury ocean liner, which has docked in Cape Town, during a special outdoor broadcast.

Looking for something new to do in CT? Why not consider cycling across the ocean

Looking for something new to do in CT? Why not consider cycling across the ocean

Cape Town Water Bikes is an unusual way to experience the coastline of the South Peninsula. Hop on a water bike and pedal away!

Eusebius: 'We are living in a worse nightmare than we thought'

Eusebius: 'We are living in a worse nightmare than we thought'

Eusebius McKaiser shares his views on the former COO at Bosasa, Angelo Agrizz's testimony at the Zondo Commission.

No more swiping without sweating! Discovery Vitality introduces new swipe system

No more swiping without sweating! Discovery Vitality introduces new swipe system

The health programme piloted a new tag system at the exit points in a bid to crack down on fake gym visits at a few fitness clubs.

Woman arrives in CT after driving from Scotland to SA in her old Morris Minor

Woman arrives in CT after driving from Scotland to SA in her old Morris Minor

The journey began in Aberdeen, her father's birthplace, in June last year and ended in Mother City over the weekend.

[LISTEN] Discovery Health defends decision to shift certain ops to day hospitals

[LISTEN] Discovery Health defends decision to shift certain ops to day hospitals

Kieno Kammies speaks to Dr Ryan Noach Deputy Chief Executive at Discovery Health and Dr K who says his patients are suffering.