News | Differences between age groups

Back

Majority of Europeans have a positive attitude to private labels

Kingfisher for example expands its new private label GoodHome to more and more product categories.

Kingfisher for example expands its new private label GoodHome to more and more product categories.

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.  

|11 March 2020 | 12:18


SEND
 PRINT 

Post a comment

* Please complete the areas marked in red correctly and in full!.



(will not be published)

* obligatory fields


Latest news

CIHS cancelled for 2020 and moved to October again for 2021

The China International Hardware Show (CIHS) in Shanghai has been cancelled for 2020 and returns to its October date in 2021. This has been announced View news...

Hubo boss Erwin Van Osta is now chairman of Comeos

Erwin Van Osta, owner and CEO of the Belgian DIY store chain Hubo, is new chairman of the Belgian retail federation Comeos for the period of 2020 to View news...

8th Global DIY Summit in June 2021 in Copenhagen

The 8th Global DIY Summit won't take place until next year, namely from 9 to 11 June 2021 in the Danish capital of Copenhagen. With the postponement View news...

Spoga+Gafa has been cancelled and has been given a new, earlier date

Spoga+Gafa has been cancelled for this year and has been given a new, earlier date for the future. Next year, the leading global trade fair for the View news...

DIY International | Service

DIY International Corona special

The Coronavirus crisis and the DIY industry

All news, reports and information from the DIY International editorial team in connection with the corona epidemic at a glance. The pages are constantly updated. As the situation changes very quickly, please note the date and time of the respective publication.

CORONA special

Actual figures

Statistics Home Improvement Europe


Statistics Home Improvement
This brochure provides a competent overview of the situation in the Home Improvement sector in 31 European countries.

Order now!