SHOPPERS tend to buy into names that they both recognise and trust, so retailers should offer a range of PMPs on branded goods to offer costumers products they want at a reassuring and transparent price point, argues Dairy Crest.
“Only a quarter of shoppers in symbols and independents buy private-label products, with under one third being satisfied with the private-label quality that is on offer,” said shopper marketing controller Adam Mehegan, quoting research from Shopper Vista.
“This represents a significant gap in customer satisfaction when compared to multiple grocers, where own-label product quality is more readily received. One third of convenience store shoppers believe that well-known brands add value, however only one in five are satisfied with the range of brands on offer. More specific to the convenience store cheese category, branded cheese loyalty is 16.8% higher in convenience than it is in total market, highlighting a shopper trust in brands.”
Dairy Crest has a range of PMPs across many of its core brands, including Cathedral City (Lighter/Mature/Extra Mature) 200g at £2.69, Cathedral City Sliced 150g at £2.99 and Cathedral City Grated 180g at £2.59, as well as FRijj UHT 330ml (chocolate and strawberry) at 99p.
The company’s latest PMPs, launched last month, are Country Life Spreadable 250g at £1.75, Utterly Butterly 250g at £1 and Utterly Butterly 500g at £1.89.
These new PMPs have been launched in a smaller, eight-pack case format, which Dairy Crest says will help retailers control their stock levels and cash outlay.