Almost 20% of shoppers at Marks&Spencer and Waitrose in the UK say they consider private label frozen meals as better quality than manufacturer brands, according to a recent poll by Perception Research Services, which interviewed 1000 consumers. The exact figure of 19% is nearly double the overall survey average of 10%.
According to the same poll, frequent Aldi and Lidl shoppers are most likely to view ‘value’ private label products as better quality than manufacturer brands (19% compared to an average of 12% across all retailers).
Meanwhile, regular shoppers at premium grocery retailers Marks & Spencer and Waitrose are most likely to consider ‘finest/best’ retailer brand products to be better quality than A-brand equivalents (45% compared to an average of 38%).