Signal 77% avoid private labels in performance-critical categories

Summary

Capgemini finds that most consumers draw a firm line at private labels when performance really matters. Across income brackets, 77 percent say they avoid store brands in high-stakes categories such as electronics, baby care, and health products. Some 70 percent worry that cheaper substitutes will not work as well as the brands they usually buy. The avoidance is broad, ranging from 74 percent among the lowest-income households to 81 percent in the highest bracket. In these categories shoppers prefer established brands with a proven track record.