Nearly eight in 10 U.S. personal care shoppers purchased at least one store brand product during the past six months. Yet store brands reach only about one-third of the personal care categories these shoppers buy, revealing significant room for growth.
PLMA’s inaugural Shopper Intelligence study surveyed 1,501 shoppers across 14 categories. Among the findings:
- Store brand trial was highest in first aid at 64%, followed by incontinence at 47% and body wash, soap and bath at 35%.
- Performance was the leading trial motivator: 64% said store brands perform as well as national brands, compared with 42% citing lower price.
The study also explores where shoppers hesitate, what could encourage trial and which category relationships may support broader adoption.
The findings debuted during PLMA’s October 1 Lunch and Learn. Click here to view the presentation. The Show’s Opening Seminars in November will provide an overview of topline results and expand on their managerial implications.