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.
Recommendedby NEWSROOM AI
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.
John Maytham and his team hopped on board the luxury ocean liner, which has docked in Cape Town, during a special outdoor broadcast.
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 McKaiser shares his views on the former COO at Bosasa, Angelo Agrizz's testimony at the Zondo Commission.
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.
The journey began in Aberdeen, her father's birthplace, in June last year and ended in Mother City over the weekend.
Kieno Kammies speaks to Dr Ryan Noach Deputy Chief Executive at Discovery Health and Dr K who says his patients are suffering.