Most likely choice when buying a product in a familiar category.

A well-known brand does not guarantee first place in the shopping basket.

When buying within a familiar product category, 30% of respondents are most likely to choose a retailer’s private label. Another 29% would follow a recommendation from someone they know, 27% would choose a well-known brand, and 14% would pick the cheapest option.

Just three percentage points separate the top three responses. Without information about statistical significance, these results should be described as closely matched.

There are several implications for businesses.

Retailers’ private labels deserve consideration as strong competitors for consumer choice. Their offering should be part of category analysis and positioning.

Personal recommendations deserve attention alongside brand awareness. A positive product experience worth sharing can become a compelling reason for someone else to buy.

The lowest price attracts a distinct group, but these findings do not mean price is irrelevant to everyone else. Shoppers may consider it when choosing any of the options.

My interpretation: in familiar categories, brands need to demonstrate their value through quality, experience, and clear benefits.

Before launching a campaign, ask your team: what reason for choosing our product could a customer explain to someone else?

What most often determines your choice in a familiar category?

Data processed by Media Systems