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.


This article first appeared on CapeTalk : How ‘no name brands’ became trusted in SA (attracting R38 billion in spending)


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
Why the PAC wants South Africa renamed Azania

Why the PAC wants South Africa renamed Azania

Pan Africanist Congress's Narius Moloto explains why it supports the name Azania, a word which he says has Arabic origins.

Is the lovable Winnie The Pooh a boy or girl?

Is the lovable Winnie The Pooh a boy or girl?

A trending Twitter debate has left social media users arguing over whether Winnie the Pooh is a girl or boy.

UPDATE: Chilling WhatsApp from Marli van Breda's ex-boyfriend read out in court

UPDATE: Chilling WhatsApp from Marli van Breda's ex-boyfriend read out in court

Marli van Breda's ex took the stand in the trial of triple murder accused Henri van Breda.

Douw Steyn is one of Africa’s richest (yet you may not have heard of him)

Douw Steyn is one of Africa’s richest (yet you may not have heard of him)

Bruce Whitfield interviews Forbes Africa's Chris Bishop to find out more about this lesser known South African billionaire.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

Blesserfinder: Matching you with a sugar daddy near you

Blesserfinder: Matching you with a sugar daddy near you

Is social trend Blesserfinder, where girls are allegedly matching up with rich 'benefactors' in exchange for sex, a real thing?