Shopper Marketing - August 2016 - 28


PROGRAMS

Shoppers' Brand Perceptions

perfect go-to partner with
that idea," Ratcliff says.
Other significant results
National Brand
Private Label
Amazon Private Label
from the survey include:
HIGH QUALITY
n More than 50% of shop68%
pers say they will "probably" or "definitely" buy
46%
Amazon SKUs in catego62%
ries such as snacks, spices, cookies, cereal and
TRUSTWORTHY
even OTC remedies.
63%
n Roughly 40% say that
53%
buying these products
from Amazon means
69%
they'll purchase them
less frequently at conveINNOVATIVE
nience, drug, mass, club
45%
and grocery stores.
29%
n 59% of primary shop56%
pers believe that Amazon's private labels will
GOOD VALUE FOR THE MONEY
be a "good fit" for their
34%
families.
Amazon rolled out its
76 %
first-ever private-label
68%
foods in late June, with
Happy Belly coffee and
Mama Bear baby food hit- 0
20
40
60
80
ting its digital shelf. The Percentage of 1,015 primary grocery shopper respondents who ranked
push into packaged goods the brand as an 8, 9 or 10, where 1 equals "does not describe at all" and
puts Amazon in a new cat- 10 equals "describes completely."
egory and could open the Source: Carbonview Research
company up to a major
new market.
cery shoppers dispersed throughout the U.S.
"This release seems to be the tip of the
and plans to conduct the same study again in
iceberg - anything that is shelf stable is fair
six months. For more information about the
game now," Ratcliff says.
research or to obtain a copy of the full report,
SM
Carbonview surveyed 1,015 primary growrite to APLreport@carbonview.com.
28

y SHOPPER MARKETING AUGUST 2016



Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
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Shopper Marketing - August 2016 - 142
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