One in three (35%) consumers already perceive retail brands as somewhat or very sustainable. Only 14 per cent are not convinced of sustainability. These were the findings of the "Private Label Monitor 2020", which was conducted jointly by market research company Ipsos and Lebensmittel Zeitung for the sixth year running.
The results also show that the aspect of sustainability is important for purchasing decisions. This is particularly relevant in the areas of dairy products, cleaning and household products and fresh products such as fruit, vegetables and fresh meat.
Sustainable packaging is essential for retail brands
Environmentally friendly packaging, preferably without plastic, is part of a sustainable product for the consumer. It is therefore not surprising that consumers make no distinction between the manufacturer's brand and the private label when it comes to packaging. The private label must fulfil the same requirements (78%) as the branded product. Four out of five consumers (78%) also make sure that as little packaging material as possible is used for private labels and that it is recyclable if it is (75%).
Private labels are not considered pioneers
Although retail brands are not seen as pioneers in the area of new packaging materials (only 26% of respondents agree with this statement), 46 per cent of respondents also perceive an increase in products with environmentally friendly packaging. The results also show that four out of ten consumers would be prepared to pay a higher price for private labels with environmentally friendly packaging.
Source: Ipsos GmbH
