Consumers have little love for own-label beer, wine and spirits
Retailers must add credibility to own-label alcohol by improving quality and value as it enjoys the least consumer love of any category in FMCG, according to research firm Datamonitor Consumer.
Just a third of shoppers find private-label booze a good alternative to brands, which leaves it lagging far behind the likes of food, soft drinks and cleaning products.
Datamonitor analyst Sara Grady said: “While recent moves by key retail players can be expected to change the low acceptance of private label alcoholic drinks, there is clearly a deep-rooted disparity between acceptance of private label alcohol and willingness to actually pick up the bottle.”
But she added: “Retailers are starting to encourage the purchase decision, catching up with other highly-evolved private-label sectors by side-stepping the image issue.
“The ill-defined craft trend is, for example, certainly giving mileage in beer and cider across the globe as retailers launch authentic-looking products that consumers presume to be craft beers, not private labels.”
Grady believes less confident drinkers will help boost private-label alcohol sales as they enjoy the confidence gained from buying something from a retailer they trust.