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.
Is biology putting the brakes on your sexuality? Callers share their experiences of sex and growing older.
Naked Scientist, Chris Smith shares his insights on some of the risks associated with smoking marijuana.
Returns of 500% are not unheard of. Is this another crypto-like bubble? Not in the least, says Financial Advisor Warren Ingram.
Khabazela shares some of the most popular tweets, posts, and videos on 'What's gone viral'.
Cosatu President Zingiswa Losi says being elected is a milestone not only for the women of SA but also for the women of Africa.
DStv has lost about 140 000 Premium subscribers to Netflix over the past two years, tech expert Arthur Goldstuck.
The Freedom Front Plus says the Gauteng Education MEC has flouted school language policies and is destroying Afrikaans.
What does Citadel’s famed disciple of contrarian, deep-value investing Dr Adrian Saville hope for (and fear) about money?