It’s the start of a new year, and with increasingly
tightening belts our post-Christmas bank accounts are looking very daunting. Many
of us converted long ago to private label products in our weekly shop, with
food private label penetration at over 30% in the UK, which is the highest
across the globe. The economic benefits of private label are thought to overshadow any
decline in quality for a great deal of consumers, but retailers have come
incredibly far with maintaining decent standards in their own-brand products.
There is one aspect which retailers have mainly ignored, up until now, which is
the issue of ethical sourcing in private label products. As consumer trends
moving towards an increasing awareness of the sustainability and ethics behind
their buying choices, Sainsbury’s have released a new Ad campaign to target those
conscious consumers.
Their #ValueofValues campaign is designed to illustrate the conscientiousness that Sainsbury’s put behind sourcing the most ethically sound food for
their customers. Mike Coupe, commercial director, writes in a blog on the
Sainsbury’s website that “people who have less don’t care less” which is backed up by
research saying that 86% of people believe that the ethics behind food
matters. Their campaign, which has been released across TV, Print and Digital,
highlights the fact that Sainsbury’s basics eggs are the same price as Tesco’s
Everyday Value eggs, but are sourced from non-caged hens.
This is the next stage in the supermarket price war between
Sainsbury’s and Tesco, and after fruitless complaints to the Advertising
Standards Authority, Sainsbury’s are now planning to take Tesco to Judicial
Review. Sainsbury’s Marketing Director Sarah Warby explains the company’s strong
ethical credentials in their basics range as “great value with none of the
compromise.” More adverts are set to be released in the coming month for their
Sainsbury’s ham, MSC accredited fish fingers and Fairtrade tea.
This marketing move is undeniably genius from Sainsbury’s,
coinciding with the one year anniversary of the horse-meat scandal, which doused
their competitor Tesco in bad press. The most prominent factor is that they are
listening to their customers and adjusting their strategies to match consumer
trends, which is giving them the competitive edge in the market. A major
consideration influencing Sainsbury’s decision to launch this ad campaign was consumer
data. By arming yourself with consumer intelligence you can identify which
trends to exploit, where there are potential areas for growth and how to keep
your business in line with the latest industry information. The Industry Report Store has a premium report from Canadean, global research specialist
in the food and beverage industry, about private labels and the impact on the
market. It details which consumers are buying private label, how consumer
loyalty is being affected by private label strategies and the competitive
situation that the industry is facing.
There is currently a 50% discount on this report until February 28th 2014, so take advantage now and invest in premium market intelligence.
If you’re
interested in the way that private labeling is affecting supermarkets and the
industry, or if you would like to know more about the offer then contact us for sample pages, or
see here for more information: Evolving Private Label Strategies, Consumer Choices and the future impact on Food Brands & Private Labels.
About Industry Report Store:
Industry Report Store is one of the world’s most comprehensive libraries of market intelligence, with the perfect report for every business need at every budget. Business information is paramount for companies seeking to stay ahead amid challenging economic conditions and intense competition. Contact us today to take advantage of our premium intelligence insights and keep up with your industry competitors.
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Elizabeth Ryan
Marketing
T: +44(0)20 3220 0814
M: elizabeth.ryan@progressivemediagroup.com
M: elizabeth.ryan@progressivemediagroup.com
Headquarters: John Carpenter House, John Carpenter Street | London, EC4Y 0AN, United Kingdom
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