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For some products, consumers just won’t risk buying the store brand, per a new report from ICOM, a unit of marketing services firm Epsilon Targeting.
Shoppers will switch to store brands for food and household goods, but are more likely to stick with name brands when it comes to children and pet products.
When the risk inherent in a purchase is low, consumers are more apt to go with the private label brand, the report found. “Perceived risk, that’s what is driving these key consumer decisions,” said ICOM marketing director Warren Storey, in a statement.
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