In a recent study of 4,025 American adults, Deloitte found that consumers are becoming less brand loyal than they used to be. In fact, 88 percent of the consumers polled said they prefer store brands to name brands. That might seem surprising given that the economy is in recovery from the recession.

“While consumers initially resented buying less-expensive products out of necessity, they have shifted from a feeling of settling for lower-priced brands to settling into store brands distinguished by high quality”, says Pat Conroy, vice chairman of Deloitte LLP.

Shoppers in the survey were broken up into four categories: spectators (32 percent), super savers (26 percent), planners (23 percent) and sacrificers (19 percent). Spectators are the most brand loyal while sacrificers are the least brand loyal.

In addition, 71 percent stated that they are spending far less on their grocery bills. The study also revealed that there are only four categories in which consumers still prefer the name brands – beer, soft drinks, pet food and coffee. Consumers prefer store brands when it comes to paper products, deli meats, bottled water, condiments and food storage.

Deloitte’s findings track with those of the Private Label Manufacturers Association who report that private label brands’ unit and dollar shares rose to 23.4 percent and 19.4 percent across grocery store chains. Across outlets (mass merchandisers, club stores, etc.), shares went up to 21.2 percent in units and 17.5 percent in dollars.


Mahoney, Sarah. “Name Brands? Consumers Like ‘Em Less Than Ever” 5/3/2014.