Walmart Grocery Shoppers, significantly more so than all shoppers, have increased their private brand purchasing since the recession started, according to ShopperScape™. About two-thirds of them intend to stick with buying private brands after the economy improves. While younger Gen Y shoppers are driving private brand buying increases among all shoppers in general, at Walmart, it is the Baby Boomer generation who is more likely increasing their private brand purchasing. Why? For Walmart Grocery Shoppers, like all shoppers, it’s all about price. This opens up plenty of opportunity to raise private brand awareness and conversion. Walmart’s Great Value brand boasts a strong 74% conversion rate—which means that three-quarters of shoppers who are aware of the brand have actually purchased it.
List of Tables
Purchasing of Private Brands Since Recession Started Substantially/Somewhat Increased Purchasing of Private Brands Since Recession Started—By Generational Cohort Private Brand Purchasing by Generation—Walmart Grocery Shoppers vs. All Shoppers Private Brand Purchasing by Income Market—Walmart Grocery Shoppers vs. All Shoppers Substantially/Somewhat Increased Purchasing of Private Brands Since Recession Started—By Income Market Reasons Why Shoppers Buy Private Brands Conversion Rates (Purchase-to-Awareness Ratio) of Walmart Private Brands Private Brands Ranked by Conversion Rate (Purchase-to-Awareness Ratio)—Selected Retailers Bought Private Brand Last Time Purchased Substantially/Somewhat Increased Purchasing of Private Brands Since Recession Started—By Lifestage/Household Designation Private Brand Purchasing by Lifestage/Household Designation—Walmart Grocery Shoppers vs. All Shoppers Private Brand Shoppers Very Likely to Stick with Private Brands after Economy Improves
For more information, contact Maybelle Trocio-Ball at mtrocioball@retailforward.com.