Consumer resists his own brand, even with the tight budget

Even with the tighter budget, the Brazilians resist buying own brand products in supermarkets. The major networks, in turn, are seeing in the current crisis an opportunity to enlarge the supply of these items to retain customers. They are including in the list of his own brand to superfluous, like wine, olive oil and antiseptic mouthwash. The advantage is the price which comes, in some cases, to be up to 30% less than the manufacturer's brand of weight because it excludes marketing costs.
"Contrary to popular belief, historically the Brazil crisis have no impact on the increase in the sale of own-brand", says Jaapengel79, market analyst of the market research firm Nielsen. Since 2007, the participation of own brands sales of 200 categories, between food and hygiene and cleaning products, supermarkets have turned around 5%. And this year is no different.
In addition to the piece have been stable in the first half, sales of own-brand items grew 6.6% as compared to the same period in 2014 in 4,500 shops audited by Nielsen. The advance was less than in relation to registered manufacturers products (8.7%) and the market as a whole (8.6%).
The internet Wizard Natasha dos Santos Pereira Pelegrini, of 30 years, for example, says he buys his own brand uniquely. "I don't trust. Already bought and didn't like it. " She only risks if the price difference compared to manufacturer product is very large. "I'm afraid of losing money."
Already the event Assistant Denise Maia Adams, 35 years old, married with a daughter, buys his own brand, but not all. She just takes home supermarket own brand items for display and for basic items, such as rice, bread, detergent, for example. "There is a rule. Take a test. "
Both Natasha as Denise mirror the behavior of the average Brazilian still has one foot out the door with his own brand of retail, especially regarding the quality of the product. Nielsen global survey reveals that 56% of Brazilians believe that the own-brand product may have more quality than the item. The result of the Brazil was the lowest among the countries of Latin America that on average was 62%. million pounds in sales and revenues of $ 1.7 billion. Until July, sales of juices ready grew 11.3%. Prejudice. Another result of research that explains the low adhesion to the brand in the country is that 57% of Brazilians think these products are intended for those who cannot buy manufacturer or item are on tight budgets. "This is the highest result among the countries of Latin America and exceeds the global average (50%)," says Rose.
Exactly to decrease prejudice and advance in the shopping basket to the GPA, the largest retailer in the country, began to put on the label of your own tag Qualitá, a label indicating that the product has undergone tests.
"They are initially 80 products with the new notice on the packaging," says the Manager of exclusive brands of GPA, Edward Finelli. The company has more than 3,200 items spread over 10 own brands and the main is, with 1,500 Qualitá products. The retailer has to brand to wines, the Club Des Sommeliers. In addition, there are national drinks produced by renowned wineries, such as kernels. The price of a private label wine is $ 4 cheaper than the manufacturer.
Finelli account that sales of private label on your network have grown, on average, 10% in the first half compared to the previous year, with major advances in basic items (from 10% to 15%), while the superfluous high 5% had 10%. "There has been a jump and the pace has been maintained."
The Day is another retailer that registers growth of own-brand sales in two digits. To reduce the mistrust of consumers in relation to quality, the company tests all own brand products in the laboratories of the network installed in each of the nine distribution centers, says the Director of his own brand, Luciana Tortorelli.
Already on the network of atacarejo Ratti, which has customers mainly owners of bars and restaurants, the bias is smaller, says the Manager Pedro Camargo. In the first half, sales rose 10%. The goal in one year is to have 500 products to the current 300. According to him, the crisis, clients focus more on cost-cutting.