Value needs to be highlighted as savvy shoppers are taking pride in beauty bargains

By Andrew MCDOUGALL

- Last updated on GMT

Value needs to be highlighted as savvy shoppers are taking pride in beauty bargains

Related tags Private label Marketing

We all love finding a bargain and with a new generation of savvy shoppers hitting the aisles it is important for manufacturers to offer good value and promote their products through beauty and lifestyle bloggers.

According to market research firm Canadean, 74% of consumers globally find price an important factor when choosing a personal care product, while 56% say promotional offers are important.

This is particularly boosting the private label market as these products normally come in at a cheaper price point and with the mindset these products are less effective changing across the globe, Cnadean says that 49% of consumers agree that discounters and private label offerings are the same as branded products, only packaged differently.

“This new generation of savvy shoppers often feels proud about finding a private label bargain in the personal care aisle,”​ says Joanne Hardman, analyst at Canadean.

Positive perceptions

With perceptions changing, Hardman explains that it is now important for private label products to be positioned around affordability and value.

“In order to challenge brands, private label needs to position products as being better or at least as good as branded alternatives,”​ says Hardman.

"Manufacturers need to continue to shift consumer attitude towards a positive image of private label by offering good-value-for-money products that people can trust.”

As an example, Canadean highlights that many private labels are offering inexpensive alternatives with a packaging design similar to that of a well-known brand in order to instil brand confidence in consumers and simplify the product choice by providing an obvious comparison.

Blogger importance

The research firm says that from its survey it also found that bloggers are a key element for online competition with brands.

According to Canadean, half of consumers agree that they like to buy personal care products that are reflective of their attitudes and opinions in life, highlighting opportunities for private labels to better establish their products in the market by pairing up with popular bloggers and personal care gurus.

“Bloggers offer a first-hand opinion of new products and give consumers confidence to explore personal care offerings they may not have thought of trying before,”​ says Hardman.

“Brands are already successful in this channel, which means that private label needs to catch up with this trend to capture consumer attention and compete in the market.”

Related topics Market Trends