While grocers have earned credit for upgrading the quality and branding of their private labels, a new study finds store brands receive little marketing support.
Among the findings from a survey of 117 U.S. grocers taken in the fourth quarter from Incisiv and Wynshop’s Grocery Doppio platform in partnership with FMI:
- Ninety-seven percent are currently using marketing emails for national brands versus only 32 percent for private brands;
- Ninety-five percent are using banner advertisements on internal channels for national brands compared to only 16 percent for store brands;
- Ninety-one percent are using internal web or app search results for national brands versus 41 percent for store brands;
- Fifty-seven percent use in-store promotion screens for national brands versus only two percent for store brands.
