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.
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)
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.
The use of loyalty programmes is skyrocketing, especially amongst the youth, according to the 2016 Truth Loyalty Whitepaper.
Language nerd Mandy Collins has advice for people who struggle to communicate in plain English.
Has Oakbay benefited from the Guptas’ friendship with President Jacob Zuma? The Money Show's Bruce Whitfield interviews its CEO.
Bruce Whitfield interviews Andrew Ross of activations agency Chaos Theory about the science of celebrity endorsement deals.
The Money Show's Bruce Whitfield interviews Jonathan Liebmann, the man behind Maboneng’s dramatic transformation.
People need banking; they don’t need banks. Enter “FinTech” - software that provides financial services.
The DA has suspended Patricia de Lille from party activities but Eusebius McKaiser says its statement 'is clear as mud'.
Connor Weber, fell unnoticed into a bin of water and drowned.
The Money Show’s Bruce Whitfield interviews Benguela Global Fund Managers Chief Investment Officer Zwelakhe Mnguni.
Financial Mail editor Rob Rose chats to Eusebius McKaiser about how Steinhoff became the retail giant we know, before the fall.
Law professor at Wits says the President has now been warned to consider his options very careful when playing delaying tactics.
Watch the Guptas pack their bags and run in Nando's inspiring new advertisement.
Entrepreneur Max Lichaba built his own empire and is the CEO of Lichaba Creations and several other businesses. This is his story.