The number of shoppers who say they can find all the brands they want at Coles and other supermarkets has reduced since 2011.
The number of shoppers who say they can find all the brands they want at Coles and other supermarkets has reduced since 2011. David Nielsen

Supermarkets stock less of the brands shoppers want

SHOPPERS' frustration at brand products being replaced by own brand items on the supermarket shelf is starting to show.

New research shows supermarkets are carrying less of the brands consumers want.

A survey by Roy Morgan Research reported 56% of Woolworths shoppers said the supermarket carried the brands they wanted, seven points below the store's peak in October 2011.

Coles had fallen even further over the period, down nine points since June 2011.

Less than half of IGA's customers (48%) said the chain stocked the brands they wanted, ahead of those shopping at Aldi (29%).

Roy Morgan Research consumer products general manager Geoffrey Smith said over the past few years an increasing number of well-known brands had been replaced on supermarket shelves with the stores' own home brands.

"It appears shoppers are noticing the absence of the brands they want in Coles, Woolworths and IGA," Mr Smith said.

With packaging and quality of in-house products now increasingly on par with traditional brands, the line between retailer and marketer was blurring, he said.

"Aldi stores carry products that are mostly home brands, with a sprinkling of market leading brands in selected categories," Mr Smith said.

"Their shoppers have always been more likely to seek out their favourite brands in addition to their Aldi purchases.

"The surprise is that Coles, Woolworths and IGA stores, with their much larger product range, are not perceived by more of their customers as having the brands they want."

Mr Smith said as retailers and marketers continued to review and justify each brand's shelf space, the need to understand customer preferences and potential opportunities had never been greater.

How often are you unable to find a brand-name product you want in the supermarket?

This poll ended on 02 September 2013.

Current Results

It seems every time I go in another one has disappeared

71%

Sometimes. I usually go to another supermarket to buy it

17%

Occasionally. But I'm happy to try the supermarket's own product

4%

I generally find everything I want

5%

This is not a scientific poll. The results reflect only the opinions of those who chose to participate.



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