2018 Field Agent . Published and produced by Field Agent .

2018 Field Agent . Published and produced by Field Agent .

2018 Field Agent®. Published and produced by Field Agent®.

2018 Field Agent . Published and produced by Field Agent .

Subscribe to the Blog 3 Brand New World 4 Brand New World EDITOR-IN-CHIEF Chris Medenwald, PH.D. chris.medenwald@fieldagent.net DIRECTOR Katherine Beebe katherine.beebe@fieldagent.net DESIGNER Samuel Gray samuel.gray@fieldagent.net PUBLIC RELATIONS Cory Nelson cory.nelson@fieldagent.net RESEARCH ANALYST Hannah Holloway hannah.holloway@fieldagent.net TABLE of CONTENTS First, private-label, store brands have really upped their game in recent years, becoming more competitive than ever. Second, retailers like Aldi and Lidl, that sell predominantly their own private labels, are on the rise and growing aggressively.

Third, increasingly, private labels are available online, which means shoppers can buy them for in-store pickup or delivery to practically anywhere in the world.

Fourth, at any time, a new hotshot brand—think Chobani, Halo Top, La Croix—can come along and disrupt an established product category. A new world indeed. Of course, new worlds are meant to be explored. They invite discovery. And while new worlds are certainly fraught with challenge, they also abound in opportunity. Which is why Field Agent has assembled this special report, “Brand New World: Exploring the Critical Issues Facing Today’s Brands.” We’ve surveyed thousands of everyday shoppers to help brands understand the current branding landscape.

We’re excited to share this report with you, in hopes it’ll serve as a field guide as you make sense of the “brand new world” around us.

NEW WORLD. NEW CHALLENGES. NEW OPPORTUNITIES. It's a new world for CPG companies and the brands they sell. Brandless.com Buying Private Labels Online Walmart.com & Amazon.com Private Labels Brand-Switching Head-to-Head Comparison: Name Brand Yogurts Millennials & Brand Loyalty Methods & Demos p. 14 p. 15 p. 16 p. 17 p. 18 p. 20 p. 21 Introduction Name Brands VS Private Labels Shopping Cart/Kitchen Inventory Generic Private Labels Aldi & the "Off-Branders" Head-to-Head Comparisons: Name Brands & Private Labels p. 3 pp. 5-6 p. 7 p. 8 pp. 9-10 pp. 11-13 A N D The Field Agent Blog, Endcaps & Insights, offers a steady stream of information and insights from the ever-changing world of retail

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6 Brand New World 5 Brand New World BATTLE OF THE BRANDS How name brands and private-label brands stack up in shoppers’ minds Perceptions of higher quality and feelings of greater trust, which some shoppers associate with name brands, may also produce higher levels of customer loyalty. Shoppers told Field Agent they’re more likely to stay true to name brands (i.e., to purchase a specific name brand and only that name brand) than they are to store brands. More specifically, really loyal customers* were more likely to cite a name brand, rather than a private label, as their primary brand of peanut butter and laundry detergent.

I’m REALLY loyal to...” (1) ompared to their “generic” predecessors of yesteryear, today’s private-label brands are altogether more evolved: from a one-trick pony trumpeting the lowest price point to a well-rounded, competitive product characterized by higher quality, a sleeker image, and more purposeful, strategic management. Yet, Field Agent’s research into consumers’ perceptions suggests shoppers still predominantly reach for name brands in search of quality and private-label brands in search of cost savings. But the lure of lower prices is enough to convince many shoppers to fill their shopping carts with store brands.

C VS And some retailers are capitalizing on the pull-power of privatelabel goods more than others. Field Agent surveyed customers of specific retailers to determine how often they purchase private-label packaged groceries and household consumables from these retailers. It’s clear from Field Agent’s research, however, that some product categories translate to private labels better than others. Notably, as shoppers look into the future, it’s easier for them to imagine purchasing more private labels than fewer.

Why such shopper optimism toward private-label groceries and household consumables? Their free form remarks, which Field Agent collected from each respondent, suggest many shoppers have noticed improvements to private-label brands—in both product quality and variety.

A specific NAME BRAND of peanut butter Improving quality of private labels Affordability of private labels Improving variety among private labels A specific NAME BRAND laundry detergent A specific private label A specific private label More loyal to name brands than store brands Less loyal Trust Coupons Quality 46% 46% 24% 38% #1 #2 #3 47% 49% 60% Why purchase name brand packaged groceries and household consumables?(2) Always or Often Sometimes Rarely or Never 50% 42% 8% How often do you purchase store brands when shopping for packaged groceries and household consumables?(1) N = 2,048 N = 2,030 (3) N = 2,007 n = 783 Among those who purchase private-label at least on occasion.

N = 2,029 "They simply cost less" "They're a better value" "To take advantage of store sales/coupons" 68% 48% 32% Why purchase private-label packaged groceries and household consumables? (1) The top 3 reasons are all price-driven Among those who at least sometimes purchase name brands. (n = 1,997) *Those who said they’re absolutely or very loyal to a single brand of peanut butter and laundry detergent Do you expect to be purchasing more or fewer private-label groceries and household consumables in 5 years?(2) Top 3 reasons some shoppers expect to purchase more private labels in the future.

(2) N = 2,048 Walmart Target Kroger Sam's Club Costco Publix Amazon 84% 83% 78% 72% 71% 70% 27% % of this retailer’s customers who purchase private-label brands from the retailer. (1) N = 2,007 Milk Sandwich Bread Paper Towels Toothpaste Glass Cleaner Shampoo Pet Food Tuna Fish 70% 67% 52% 48% 13% 18% 19% 26% For which categories do you primarily purchase private-label, store brands? (2) Top private-label product purchases (in a basket of 19 goods): Bottom private-label product purchases: 41% 16% “The quality of [private labels] are usually as good as the name brand. As more...variety...becomes available I expect I will purchase them.

Especially since the prices are usually better as well.” - Agent Quote Fewer More 6% 39% n = 1,908 n = 1,985

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8 Brand New World 7 Brand New World s seen, 92% of shoppers say they at least sometimes purchase private-label groceries and household consumables. But do they really? After all, there’s sometimes a gap between what shoppers say they do and what they actually do. So Field Agent went inside stores and kitchens to get a better indication. To determine the prevalence of private labels, we asked shoppers to show us the insides of their shopping carts, snack cabinets, breakfast cabinets, and refrigerators. Because shoppers may have difficulty recognizing some private labels as private labels, the figures below are basic approximations.

A WHAT'S REALLY IN THE CART?

Aldi (n = 26) Kroger (n = 30) Target (n = 29) Walmart (n = 117) Grand Total (N = 202) 65% 0% 3% 2% 10% 19% 10% 3% 14% 13% 0% 43% 41% 29% 29% 16% 33% 35% 37% 33% 0% 13% 17% 18% 15% 0% 1-10% 11-50% 51-90% 91-100% Snack Cabinet Breakfast Cabinet Refrigerator Overall Kitchen 3% 5% 1% 3% 9% 8% 14% 10% 28% 17% 39% 28% 40% 29% 40% 37% 20% 40% 6% 22% 0% 1-10% 11-50% 51-90% 91-100% What % of the groceries/household consumables in the shopping cart are private-label, store brands?(4) What % of the groceries/household consumables inside the kitchen (snack cabinet, breakfast cabinet, and refrigerator) are private-label, store brands?(4) Participants were required to purchase at least $20 of groceries/household consumables from one of four retailers: Aldi, Kroger, Target, or Walmart.

N = 202 N = 215 GENERIC 'N ORGANIC How often do you purchase organic groceries? (2) How often do you buy private-label organic groceries?(2) What organic groceries do you buy as privatelabel, store brands? (2) Always Often Sometimes Rarely Never 2% 20% 35% 29% 13% Always Often Sometimes Rarely Never 2% 27% 43% 11% 17% N = 3,121 Among those who buy organic groceries at least sometimes n = 2,204 Among those who at least sometimes buy private-label organic groceries (n = 1,587) Fresh greens for salads Eggs Frozen veggies/ fruits Fresh carrots Milk Fruit juice Pasta/pasta sauces Soups/broths Condiments/ dressings Spices 52% 50% 36% 35% 33% 29% 26% 24% 23% 23% From display audits to shopper insights, Field Agent is a comprehensive solutions-provider for CPG companies in search of fast, reliable, actionable answers to pressing retail questions.

We crowdsource over one million smartphones to equip brands with a continuous, steady stream of data from inside stores everywhere.

REAL. ACTIONABLE. DATA. FOR BRANDS What Retail Questions Do You Have? Are my products on-shelf and in stock? Are my products priced correctly inside stores? How are my competitors marketing their goods? Are my displays properly executed in stores? What do shoppers think about my products? What do planograms look like in stores? Get Answers to Your Retail Questions Take a photo of the inside of your shopping cart! Take a photo of the inside of your kitchen cabinets! Agent Photo Agent Photo Agent Photo Agent Photo Agent Photo Agent Photo Agent Photo

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Agent Photo 10 Brand New World 9 Brand New World THE OFF-BRANDERS Shoppers share their attitudes and behaviors toward Aldi ecent years have witnessed the dramatic proliferation of retailers, like Aldi and Lidl, that sell predominantly their own private-label goods.

Whereas private labels comprise about 30% of Walmart’s total number of stock-keeping units, about 90% of Aldi’s SKUs are store brands (Source: Reuters). Thus, the nationwide multiplication of Aldi, Lidl, and other “offbranders” is a particularly compelling topic among CPG companies and conventional retailers alike.

To shed light on the accelerated rise of these off-branders, Field Agent recently surveyed 2,030 U.S. adults about their attitudes and behaviors toward Aldi, the off-brander with the largest national footprint. Consider 5 lessons we learned. For demographic information, reference study #3 on the methods and demos page. R LESSON #1 LESSON #2 LESSON #3 LESSON #4 LESSON #5 One-third of Aldi shoppers buy only or almost only private labels when shopping with Aldi The majority of Aldi shoppers don’t purposefully seek out private labels or name brands Shoppers envision shopping MORE with offbranders in the future Qualitative analysis identified 3 prominent reasons why many expect to shop “off-branders” more in the future: Low prices are overwhelmingly the major draw to Aldi Limited selection and private-labels are NOT major deterrents from shopping at Aldi Lower prices Quality of groceries Convenient access to the store Simpler store format Smaller merchandise assortment Large number of privatelabel brands The brands available 92% 40% 39% 38% 22% 17% 12% Among those who shop at Aldi.

(n = 871) Entirely or almost entirely store brands Mostly store brands About half store brands, half name brands Mostly name brands Entirely or almost entirely name brands 33% 30% 31% 5% 1% N = 871 Of 2,030 shoppers surveyed, 43% said they purchase groceries from Aldi (Walmart = 86%; Target = 56%; Kroger = 33%). Buy why? As you can see, low prices dwarfed all other options. The data speak for themselves. Not surprisingly, those Aldi shopping carts are teeming with private-label goods.

At Aldi I buy... It’s a good question: Do Aldi shoppers deliberately seek out the retailer’s private labels, or do they bob-and-weave through the store cherry-picking the name brand goods. While most Aldi shoppers say they’re not that purposeful, those who intentionally buy private labels at Aldi outnumber those who intentionally buy name brands. Field Agent asked shoppers (N = 2,030) whether they expect to shop more, less, or about the same with off-branders like Aldi and Lidl in five years time. Interestingly, right at half (49%) imagine shopping more with such retailers, compared to an almost immaterial 6% who expect to be doing so less.

And then there are those with convenient, local access to an Aldi, who, for one reason or another, do not shop there (n = 447). What are the top reasons for not shopping at Aldi? The top two reasons pertain to the power of existing shopping habits: 38% said “I’m happy with the retailers I currently use” and 37% “I just haven’t tried Aldi before.” In other words, non-use is the major reason for non-use. Only 22% identified “limited selection” as a reason for not patronizing Aldi, while 19% cited “not enough name brands/too many private labels” as a deterrent Do you intentionally purchase private labels or name brands when shopping at Aldi?

1. Better prices 2. Products are just as good as other retailers 3. Growing number of locations 49% expect to shop MORE with off-branders like Aldi and Lidl over the next five years Neither Private-label brands Name brands 68% 24% 8% Agent Photo Agent Photo "We keep finding more and more things we like to buy from Aldi." - Agent Quote Why primarily do you shop at Aldi? Private labels, by themselves, are NOT a major pull to Aldi

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AGENT TOASTIMONIALS 12 Brand New World 11 Brand New World ield Agent enlisted shoppers to “buy and try” a pair of competing brands—one an established name brand, the other a private-label, store brand—for each of the product categories below.

Through photo verification, Field Agent ensured participants purchased and tried the requisite brands in each combination. This buy and try demonstration, with its small but high-quality sample, simply captures the perceptions and judgments of a handful of shoppers and is not meant to facilitate broadly-generalizable conclusions about competing brands.

F BUY & TRY: NAME BRANDS VS PRIVATE LABELS SMUCKER'S VS GREAT VALUE FRUIT SPREAD A STICKY SUBJECT: On a scale from 1-5, how would you rate this brand of fruit spread on the following dimensions?(7) Participants (N= 12) were required to purchase, try, and rate the same flavor of Smucker’s fruit spread and Great Value fruit spread, which they purchased from their local Walmart BEST TASTE? Smucker's Great Value Equal 75% 17% 8% BEST VALUE? Great Value Equal 83% 17% BEST OVERALL? Smucker's Great Value Equal 67% 25% 8% Smucker's Great Value 3.75 4.58 3.92 4.17 4.58 3.67 4.58 3.92 Taste Texture Ingredients Price “The Smucker’s had better acidity and color.

Despite preferring the Great Value ingredients, Smucker’s wins out on flavor.” - Agent Quote “I think they taste pretty much identical, but the Great Value brand has less sugar and it is a lot cheaper.” - Agent Quote Agent Photo Agent Photo HEATING UP: BEST TASTE? Pop-Tarts Millville Toaster Tarts Equal 67% 13% 20% POP-TARTS VS MILLVILLE (ALDI) TOASTER TARTS On a scale from 1-5, how would you rate this brand of toaster pastry on the following dimensions?(8) Participants (N= 15) were required to purchase, try, and rate the same flavor of Kellogg’s Pop-Tarts toaster pastries and Millville (Aldi brand) toaster tarts, which they purchased from their local Aldi.

Pop-Tarts Millville Toaster Tarts 3.67 4.73 3.87 3.47 4.33 3.73 4.67 4.00 Taste Texture Ingredients Price BEST VALUE? Millville Toaster Tarts Pop-Tarts 93% 7% BEST OVERALL? Millville Toaster Tarts Pop-Tarts Equal 47% 40% 13% - Agent Quote - Agent Quote “I slightly preferred the Pop-Tarts brand on taste and texture. However, the price difference doesn't justify the slight difference for me. I will purchase Millville from now on.” I thought Millville tasted good...Pop-Tarts [had] a little more 'strawberry' but not enough to offset the price increase to me." Agent Photo Agent Photo Agent Photo

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14 Brand New World 13 Brand New World On a scale from 1-5, how would you rate this brand of shaving gel on the following dimensions?(9) Participants (N = 12) were required to purchase, try, and rate the same type of Edge and Up & Up (Target brand) shaving gel, which they purchased from their local Target. Edge Up & Up 3.58 4.42 4.08 4.25 3.83 4.33 4.08 4.42 4.42 4.17 Shave quality Texture/feel Scent Skin condition Price BEST OVERALL? Edge Up & Up Equal 58% 25% 17% BEST SHAVE? Edge Equal Up & Up 58% 33% 8% BEST VALUE? Up & Up Edge 67% 25% 8% Equal “I would very slightly say that Edge shaving gel is the better product.

The Edge gel goes on thicker, and even with the price difference it would be my preferred brand. It’s a very close call.” - Agent Quote “Edge is a little better but the extra cost doesn't make it worth it. I would buy the Up & Up because it costs less and gets the job done...” - Agent Quote Agent Photo Agent Photo Agent Photo Agent Photo Agent Photo Imagine no brands, it's easy if you try. At the very least, Brandless.com is a bold and interesting experiment. I mean, could shoppers really go for it?

his may sound like a John Lennon lyric, but it’s actually the basis for a new online retailer, Brandless.com. Brandless.com sells packaged groceries, household consumables, and small household goods—all online, all private label, all for $3 apiece. The company claims to sell high-quality, conscientious goods without the “brand tax” attached to national name brands. T SHOPPERS SHARE ATTITUDES TOWARDS BRANDLESS.COM The Bold and the Brand-Less Field Agent asked 1,025 shoppers to visit Brandless.com and then share their attitudes and opinions toward the new company. As you can see from the graphs below, attitudes were overwhelmingly favorable toward the business model.

Despite the immense favorability reported by respondents, it should be stressed that positive attitudes and even stated purchase intentions do not necessarily translate to actual behavior. After all, shopping patterns and habits are often deeply engrained—an advantage, of course, for established name brands. Favorable Neutral Unfavorable 87% 11% 2% In general, what is your attitude toward Brandless.com and its approach to doing business? (11) N = 1,025 42% have a highly favorable attitude toward Brandless.com What about Brandless.com would make you most likely to shop there? (11) What would you be most likely to buy from Brandless.com? (11) Among those even remotely likely to shop at Brandless.com (n = 901) Among those even remotely likely to shop at Brandless.com who felt they had enough information to answer the question (n = 829) Lower prices Conscientious products (e.g., NON-GMO) Simple pricing structure Feed America meal donations Product transparency High-quality products Simple selection of products Website design/navigation 74% 64% 47% 45% 41% 40% 38% 20% TOP 5 CATEGORIES Snacks Cleaning Supplies Food for Meals Hand Soaps/ Body Wash Kitchen Supplies 61% 52% 50% 44% 43% #1 Snacks

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16 Brand New World 15 Brand New World Agent Photo rivate-label brands are no longer just a brick-and-mortar affair. Today, increasingly, traditional retailers are selling their own “store” brands through their websites, thus making them available for in-store pickup, same-day, local delivery, or, significantly, package delivery anywhere in the world. At the same time, pure-play e-tailers like Amazon.com and Jet.com are aggressively developing their own private-label brands. But what do shoppers think about buying private labels online? The graphs and call-outs below, based on Field Agent surveys of thousands of shoppers, illuminate this timely and important question.

P PRIVATE LABEL BRANDS IN THE DIGITAL AGE Shoppers talk buying private labels online More likely Neither more nor less likely Less likely 16% 37% 47% 34% 47% 19% Are you more or less likely to purchase private label brands ONLINE than when shopping in stores?

Why shoppers are MORE likely to buy private labels online(6) Why shoppers are LESS likely to buy private labels online(6) Among shoppers who at least sometimes buy household consumables online and are more likely to purchase private labels online than in stores (n = 510) Among shoppers who at least sometimes buy household consumables online and are less likely to purchase private labels online than in stores (n = 295) Low prices are even more important to me online I can check product reviews, specifications, etc. Greater selection of private labels online Easier to find and purchase online I can't buy them locally but I can online 52% 44% 32% 31% 13% I normally go online to buy specific name brands I don't think to buy private labels online I buy private labels on impulse in stores I need private labels immediately and can't wait for delivery 45% 36% 21% 13% THE GOODS ON AMAZON PRIVATE LABELS TOP 5 PRIVATE LABELS WALMART.COM & AMAZON.COM Which private-label brands have you purchased from Walmart.com?(6) In general, how satisfied are you with Amazon’s private labels?(6) In general, do you feel Amazon private labels are better, worse, or comparable to their name brand equivalents?(6) Which private-label brands have you purchased from Amazon.com?(6) Among Amazon.com customers who have purchased Amazon private labels (n = 1,591) Great Value Mainstays Equate Sam's Choice Parent's Choice 32% 31% 26% 16% 14% Amazon Basics Amazon Essentials Amazon Elements 365 Everday Value (Whole Foods) Happy Belly 30% 13% 10% 6% 3% Among those who have made purchases from Walmart.com (n = 2,508) Among those who have made purchases from Amazon.com (n = 2,842) 31% of Walmart.com customers say they've never purchased a private-label brand from Walmart.com(6) 44% of Amazon.com customers say they've never purchased a private-label brand from Amazon.com(6) Moderately satisfied Not very satisfied Not at all satisfied Completely satisfied Very satisfied Worse Better Comparable 19% 39% 41% 1% 66% 31% 3% All shoppers(1) N = 2,048 Shoppers who buy household consumables online (6) n = 1,517 Agent Photo Agent Screenshot

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18 Brand New World 17 Brand New World "Halo Top also has protein in it and is healthier overall compared to...any other ice cream." - Agent Quote THE OL' SWITCH-A-ROO Shoppers talk switching brands and why they do it How loyal* are shoppers to a single brand within the following categories...?(2) How common is brand-switching in certain product categories? (2) *Operationally, we defined ”completely loyal” as the condition of buying only one brand over time without considering switching to another brand, while we defined “not at all loyal” as never or very rarely purchasing the same brand twice.

Not at all loyal Not very loyal Moderately loyal Very loyal Completely loyal Yogurt (n = 2,852) Ice Cream (n = 3,070) Carbonated Beverages (n = 2,951) Peanut Butter (n = 3,121) Deodorant (n = 3,087) 9% 18% 35% 21% 16% 12% 22% 37% 20% 9% 26% 31% 25% 10% 7% 11% 18% 28% 24% 19% 6% 34% 27% 23% 10% To understand brand-switching, Field Agent asked shoppers to identify their primary brand of yogurt and ice cream today as well as their primary brand three years ago. Depending on the category, brand-switching can be very common. Please note, the figures below reflect only respondents who buy yogurt and/or ice cream.

3-year change 3-year change Among shoppers who purchase these products reaking up is hard to do. Yet new research from Field Agent suggests it's also pretty common, at least in the world of shoppers and brands. We purposefully concentrated our questions on product categories, like yogurt and ice cream, that have been disrupted in recent years by powerful new players. Take a look. B Yoplait* Dannon (inclu. Activia, Oikos) Chobani (incl. Flip) Private-label store brand Other Fage Stonyfield 0% -15% -1% 9% 1% 1% 4% n = 2,789 YOGURT 5% Breyers* Private-label store brand Blue Bell Ben & Jerry's Other HaagenDazs Edy's Talenti Halo Top -2% -1% -1% -3% -3% 1% 3% 2% n = 3,010 ICE CREAM 79% switched primary brands of yogurt in a 3-year period CHOBANI OIKOS GREEK YOGURT VS ield Agent asked shoppers (N = 14) to purchase, try, and rate two name brands of Greek yogurt: Chobani and Dannon’s Oikos.

Which name brand, we wondered, would they crown King of the Greeks?

F Chobani Oikos 4.5 4.36 4.43 4.43 4.43 4.43 4.36 4 Taste Texture Ingredients Price "The Dannon [Oikos] yogurt was lacking in overall taste in comparison to Chobani. I felt Chobani also has a better texture and consistency." - Agent Quote “Both had very good taste. The Oikos had a better strawberry flavor and texture. Chobani was very creamy.” - Agent Quote BEST TASTE? Chobani Oikos Equal 43% 36% 21% BEST OVERALL? Chobani Oikos Equal 50% 21% 29% BEST VALUE? Chobani Oikos Equal 36% 21% 43% Agent Photo Agent Photo On a scale from 1-5, how would you rate this brand of Greek yogurt on the following dimensions?(7) 34% name Yoplait as their primary yogurt brand today, down from 49% three years ago 22% cite Breyers as their primary ice cream brand today, down from 24% three years ago

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19 Brand New World 20 Brand New World MYSTERY SHOPPING. REIMAGINED. MILLENNIALS & BRANDS HEY, YOUNG 'UNS: Field Agent has radically reimagined mystery shopping to offer retailers of all kinds a simpler, faster, altogether better way to collect customer experience insights. We crowdsource your customers’ smartphones to gauge staff responsiveness, store conditions, store experience, and product usage. Case Study: Mobile Mysery Shop of Next Generation Walmart C-Store Experience the Mobile Mystery Shopping Difference Lower costs Photos and videos Shorter field time Shorter questionaires Actual customer perspectives Real-time dashboard Easier store-level execution No shopper training Do you prefer to buy one brand* consistently over time, or to switch back and forth between brands? (10) In which of these categories is your primary brand a private-label, store brand? (10) In which of these categories have you switched from one primary brand to another in the past three years? (10) any assume Millennials, ages 18-35, are less loyal to brands, more prone to switching brands, and more open to private labels than Non-Millennials.

But is this really the case? Field Agent surveyed 1,959 shoppers—905 Millennials and 1,054 Non-Millennials—to get to the truth about these young 'uns and their shopping attitudes and habits toward brands. M *We focused our questions specifically on packaged groceries and household consumables 56% 59% of Millennials prefer to buy a single brand consistently over time of Non-Millennials Toilet paper Toothpaste Potato chips Beer Ketchup Tuna fish 53% 47% 42% 33% 29% 22% 47% 42% 47% 29% 28% 24% Ketchup Toilet Paper Potato chips Tuna fish Toothpaste Beer 30% 28% 24% 12% 9% 4% 23% 33% 23% 13% 6% 3% Millennials Non-Millennials Millennials Non-Millennials In summary, our survey suggests Millennials and Non-Millennials are more alike than different Agent Photo Agent Photo

Methods & Demos Survey locations Demographics Study 1 Study 7 Study 2 Study 8 Study 3 Study 9 Study 4 Study 10 Study 11 Key Definitions: Study 5 Study 6 Audit/buy & Try locations Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: Female: Male: 18-24: 25-34: 35-44: 45-54: 55-64: 65+: 65% 35% 5% 28% 36% 20% 9% 1% 86% 14% 7% 29% 36% 7% 14% 7% 66% 34% 5% 27% 35% 21% 10% 2% 53% 47% 7% 20% 40% 27% 0% 7% 65% 35% 5% 27% 36% 21% 9% 2% 0% 100% 0% 21% 43% 14% 21% 0% 77% 23% 1% 24% 40% 25% 9% 1% 63% 37% 7% 36% 28% 19% 9% 2% 63% 37% 5% 27% 39% 19% 9% 1% 65% 35% 4% 34% 37% 18% 6% 1% 66% 34% 4% 29% 35% 21% 9% 2% This report contains 13,187 unique survey submissions “Private Labels” are goods produced exclusively for and sold exclusively by a single retailer, often at a lower price than national name brands.

Household consumables” include any non-grocery, non-durable goods like cleaning supplies, detergent, toilet paper/paper towels, pet supplies, baby supplies, personal care items, etc. This report contains 460 unique audit/buy & try submissions Cross-reference the number assigned to each question throughout the report with the demographic information below. Hungry for more insights? Claim Your Free Copy Now! 22 Brand New World 21 Brand New World This Field Agent report encompasses 11 different mobile studies completed between January 17, 2018 and February 14, 2018. All studies were conducted entirely through the Field Agent mobile app, and all participants were U.S.

adults and smartphone owners at least 18 years of age.

Field Agent’s special report, Groceries 2.0 Revisited, investigates the rise of online grocery shopping. This free report examines grocery pickup, grocery delivery, meal kits, and several state-of-the-art shopping technologies.

A BRAND NEW WORLD Today’s brands are dealing with more complexity than ever. Fortunately, Field Agent offers a full suite of services—display audits, price checks, shopper insights, and more—to help brands soar above the competition and succeed at-retail. Contact Us Unbelievable challenges, indescribable opportunities... © 2018 Field Agent®.

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