To better understand how shoppers perceive and choose store brand personal care products, PLMA has conducted the first study in its new Shopper Intelligence series.
“Store Brand Reach in Personal Care” reveals how shopper trust, category-level barriers and cross-category adoption can unlock new growth opportunities for store brand personal care.
Based on a survey of 1,500 U.S. shoppers, the study provides retailers and suppliers with evidence to help determine where to invest, which barriers must be overcome and how individual product opportunities can develop into broader category growth plans.
“The findings show that performance trust drives store brand adoption five times more than price, the proof shoppers need varies by category, and success in one category can increase the likelihood of adoption in another,” said Peggy Davies, PLMA president. “Personal care is one of the most promising open frontiers for store brands.”
A PLMA Live! Presents Lunch & Learn webinar will be held October 1. Attendees will learn which proof points can motivate shoppers to switch to store brands and which cross-category pathways can turn a single-product purchase into broader personal care adoption.
CLICK HERE to register.
PLMA will present the full findings during the Opening Seminars at its 2026 “Store Brands Marketplace” Private Label Trade Show.