Majority of Europeans have a positive attitude to private labels

The majority of European consumers have a positive attitude to private labels in the home improvement field, and the numbers are rising to a small extent. This is the conclusion drawn by USP Marketing Consultancy from its European Home Improvement Monitor and the results of a survey conducted in the third quarter of 2019. In the survey, 53 per cent of respondents indicated that they had a favourable opinion of private labels in the DIY sector. 37 per cent had a neutral attitude, 8 per cent expressed no view and 2 per cent were negative. From the retailers' perspective this is an improvement compared with the previous year, when 51 per cent expressed a positive viewpoint and 3 per cent a negative attitude towards private labels.
A comparison of age groups reveals that older consumers (55 and over) were least favourably disposed towards private labels (50 per cent), while younger people were more positive. Income, on the other hand, appears to have scarcely any influence on positive attitudes to private labels: no significant differences existed between the various income categories.
Attitudes were probably influenced by whether a consumer was experienced regarding DIY matters, however. Those lacking experience tend to be neutral, whereas private labels are rejected more frequently by the renovation target group.