Shoppers gave SuperValu own-brand the “thumbs up” in a pulse survey carried out a month after launch into Londis stores and eight weeks after launching in Budgens stores.
In the survey, eight out of 10 shoppers had already bought SuperValu product, with seven out of 10 stating both quality and price as their key drivers to purchase.
Testament to its popularity with shoppers, of those that had tried it over 98% said they would buy more in the future to enable them to manage their budgets by spending less on grocery while maintaining quality. Other good news for Budgens and Londis retailers coming out of the survey showed that the new SuperValu range is encouraging new shoppers to buy own brand who weren’t buying it before.
Kenton Burchell, Musgrave Retail Partners GB trading director, said: “The pulse survey results are very encouraging. They show that shoppers appreciate both the value and the quality of the SuperValu range and that the launch has been received well. Crucially for the retailers we partner with, the SuperValu own brand range is enabling them to compete at a time when consumer interest in own brand ranges is seeing significant growth in the market.”
The launch represents a £1.5m investment in GB and comprises over 1,000 lines for Budgens and around 500 for Londis. The SuperValu range stands for super quality and super prices with an average RSP that is 20% cheaper than leading brands.
Source: Musgrave Retail Partners GB
