Study shows America’s household brands losing ground
Consumers have “no regrets” dropping national food, beverage and household brand names from their shopping lists; Nine in 10 consumers stick to store brands
U.S. consumers are pushing their shopping carts past many of America’s national brands and feel little regret in doing so, according to Deloitte’s (deloitte.com) American Pantry Study of more than 375 brands across 30 product categories.
Seven in 10 shoppers (71%) say they’re spending less on food, beverage and household goods, but don’t feel like they’re sacrificing much. In fact, only 31% of brands are considered a “must have” – one that shoppers would buy whether on sale or not – consistent with the last four years that Deloitte has conducted the survey.