Research by Pricer earlier this year, among 18,000 consumers in ten European countries, reveals that between a third and a half of consumers have switched from branded goods to supermarket own label. On average, just over half (51%) of consumers usually chose own labels as opposed to brands, where available.
Another finding is that across all markets, 64% of consumers say they want more access to product information, rather than just pricing, at the shelf edge, with the strongest demand being driven by Spanish and Italian shoppers. Moreover, they are more likely to buy a product when they could easily and clearly see information about that product displayed.