Change - Wisconsin Grocers Association

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When it comes to producing delicious, award-winning Wisconsin Cheese... and other farm-fresh dairy products, there’s no place like Wisconsin. Our dairy heritage, culture and pride run deep, and our traditions of cheesemaking and dairy manufacturing are second to none. Wisconsin is the home of the world’s most award-winning cheeses. Share the pride of over 150 years of cheesemaking excellence by selecting Wisconsin Cheese. For recipes, pairing suggestions, and more, visit www.wisdairy.com 18 WISCONSIN GROCER www.wisconsingrocers.com
W H A T ’ S I N A Everything! A growing number of consumers view private label grocery products as a better value. Written exclusively for the WGA by Sharyn Alden Private label products not only offer quality taste and performance, but the savings associated with buying private labels can add up to a huge difference for many shoppers. Oh the joys of private labels! As the economy slackens, many consumers are discovering (or rediscovering) the big benefits of store brands private label products. Private label products not only offer quality taste and performance, but the savings associated with buying private labels can add up to a huge difference for many shoppers. Still, not every grocery customer zeroes in on store brands. In part, that’s due to the false perception that private label products may not be as good as their pricier counterparts. But with the economic downturn, there’s a swing in the opposite direction. The potential big savings that a family may realize is just one reason more grocery shoppers are actively seeking out private label products. The Wisconsin Milk Marketing Board recently reported that IRI, a research firm that collects grocery store data, said 75 percent of U.S. consumers rank private label products as excellent in overall quality. A recent Nielsen survey also confirmed the growing trend toward private label products. They reported 62 percent of consumers felt store brands are just as good as name brands. At the same time, Consumer Reports said when consumers buy store brands they can potentially save anywhere from 20 to 50 percent depending on what items they purchase. In December, the NBC’s Today Show took that premise one step further. They set out to see if they could “trick” a family, which did not routinely buy store brands, into becoming private label fans. So for one week, the family used and consumed products that said they were name brands. But all the labels on the products had been switched by the NBC staff. All the products the mother bought that week were actually private labels. After the week-long experiment the mother said that in the vast majority of the cases her family couldn’t tell the difference between private label and name brands. The other big revelation was this: by buying only store brands they saved about 25 percent off their grocery bill. The family plans on switching to store brands from now on as they estimate they will save a whopping $3,000 a year. PRINTED ON RECYCLED PAPER 2008 Year End Review WISCONSIN GROCER 19
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