Coop is the most discussed private label brand on social networks in Italy, followed by Eurospin, Esselunga, Carrefour, Lidl and Conad, according to 'Marca 2015' research by online research company The Fool.
Besides social networks (24 per cent), Internet users also comment on private-label brands on forums (26 per cent) and blogs (42 per cent), while only a small portion (8 per cent) use traditional news as a source.
Distrust or a low opinion towards private-label products is very low (<6 per cent), while more than a third (36 per cent) of consumers believe that private-label products are of a quality equal to that of traditional brands.
For 27 per cent, private-label products represent a 'smart' choice, especially at a time of financial stress for Italian families, classifying them as having 'the same quality and lower price'. A significant percentage of the sample (30 per cent) even believes that private-label products are better than industrial brands, especially in terms of value for money and organic products.
Despite consumer interest, 52 per cent of the 34 private-label brands analysed are absent from social networks.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic.
