More than half of U.S. consumers – 56 percent – would consider purchasing private label grocery products from Trader Joe’s, according to research conducted by New York-based research consultancy Magid. The findings appear in Magid’s newly released report “Consumer Attitudes Toward Private Label.”
The report discovered that shoppers were most open to buying private label grocery items from Trader Joe’s because of the specialty retailer’s established reputation within the category. Customers are more comfortable purchasing private label grocery at retailers that specialize in that area, and are more willing to try other private label categories from a retailer they trust, Magid found.
In the case of Monrovia, Calif.-based Trader Joe’s, its success in private label is a result of the perception that it provides unique, trendy products that are ahead of national brands, the report noted, adding that mere copies of national-brand products can lower consumers’ overall evaluation of a retailer, particularly among Millennials.
After Trader Joe’s, consumers expressed the most interest in private label grocery items from Meijer and Aldi, at 55 percent each, while the respective private label grocery offerings of Publix, Kroger and Costco each received top marks from 53 percent of respondents.
The consultancy’s research, conducted last May, additionally uncovered the following: