New Survey Reveals Nearly All Americans Use Private Label Brands Regardless of Household Income; 8 in 10 Are Buying the Same Amount or More Compared to Last Year
January 31, 2024 5 minute read
More Americans discovering how private label brands like Essential Everyday help Make Everyday Easy to SaveTM.
As prices remain high, American shoppers are looking to smartly stretch their hard-earned dollars without having to compromise on quality and value. Shoppers continue to turn to private label brands at the grocery store to find those extra savings. According to a new survey from Essential Everyday®, a private label brand focused on helping consumers provide meal solutions for their families at a more affordable price, 82% of Americans say they are buying more or the same amount of private label brands now than they did at this time last year. In total, 95% of Americans say they purchase private label products in some form. The survey was conducted online by The Harris Poll on behalf of Essential Everyday among 2,087 Americans ages 18 and older.
Private label brands are used by nearly all Americans regardless of household income. The survey found that 92% of those making less than $50K buy private label products, 96% of those making $50K-99.9K buy private label products, and 97% of those making $100K+ buy private label products.
Further, 9 in 10 Americans said they do not find it difficult to switch from national brands to private label brands. When it comes to choosing whether to buy national brands or private label brands, 46% of Americans say they care more about quality than they do a brand name.
With more pressure on family food budgets, Americans are looking for products that provide great quality and taste/flavor while also delivering maximum cost savings. More than ever, private label brands like Essential Everyday are meeting that demand. In fact, switching to Essential Everyday can save consumers an average of $1,215, or 25%, annually over similar National Brand items.*
“As wallets have tightened because of inflation and rising costs in general, more Americans are realizing that private label brands like Essential Everyday deliver the same or better quality and flavor as National Brands at a fraction of the cost,” said Angie Balian, Chief Brands Officer, UNFI. “The savings provided by proven private label brands are significant for families. $1,215 a year is enough to pay for a vacation, help with daycare costs, or simply contribute to personal savings. By choosing Essential Everyday products at your local grocery store, consumers can feel confident knowing they’re not compromising quality when looking to stretch their budget.”
Additional survey findings revealed:
Americans are proud to use private label brands.
The survey found that 95% of Americans do not hide the fact that they use private label brands in their cooking.
Private label brands provide an opportunity to try new recipes and ingredients at a lower cost.
One-fifth (20%) of Americans say when it comes to trying new recipes at home, they will purchase private label brands because they are more affordable to test with.
Younger age groups use private label products 21% more than their older counterparts.
Americans ages 18-44 are purchasing somewhat more or significantly more private label products over the past year at a higher rate (34%) than those ages 45+ (28%).
"From pantry staples to convenient recipe shortcuts, snacks, household paper, cleaning products, and more, it’s our promise at Essential Everyday to deliver affordable, quality meal solutions for every occasion," said Balian.
To learn more about the complete survey findings and where to find Essential Everyday products, visit https://www.essentialeveryday.com/.
Essential Everyday Survey Methodology
This survey was conducted online within the United States by The Harris Poll on behalf of Essential Everyday from January 11-16, 2024, among 2,087 adults ages 18 and older. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact joe@gobraithwaite.com.
About Essential Everyday
Essential Everyday® is UNFI’s exclusive $1 billion powerhouse brand offering a value driving, national brand equivalent, product assortment with over 2,000 items across more than 100 categories with budget-stretching prices down every aisle of the grocery store. From frozen fruit to household paper, pet food and treats, cheese, and everything in between, Essential Everyday’s products are backed by a 100% quality guarantee so families can shop with confidence and Make Everyday Easy to Save™. Connect with us for recipe inspiration, time and money saving ideas on Facebook (@EssentialEverydayBrand), Instagram (@essential_everyday), TikTok (@essentialeveryday) and at https://www.essentialeveryday.com/.
*Annual savings are determined by comparing Essential Everyday top selling item’s average retail price to a similar top ranked National Brand item across the most frequently purchased subcategories. Savings will vary by store and region. See terms for details: https://www.essentialeveryday.com/policies/terms-of-use.html