The market research company Numerator has found almost one of every three promotions by retailers are private brands.
Numerator reported as consumers face increasing prices and recessionary pressures, retailers and brands are adjusting their promotions to support them in those challenges. It found almost one-third of December 2022 promotions featured a private brand.
Share of voice for private-label brands is up by almost 10 percentage points in December 2022 when compared to findings from December 2021. Numerator also found retailers provided more promotions that focused on absolute savings, about 18% more versus what a similar study found a year ago. The reported data includes all products sold at retail, not just fresh produce.
The research firm also reported more than 1 in 4, or 27%, of consumers say they would switch brands to take advantage of a deal and 32% of consumers often use coupons to save money, while 33% of consumers check store ads before shopping.
Numerator tracks purchase data and survey verified buyers to understand these shifts in consumer behavior.