Consumers in Australia Falling In Love With Supermarkets' In-House Brands

Consumption of private-label products in Australia is forecast to rise to 33 percent of total supermarket sales by 2017–2018 from 13.5 percent in the year ending June 2008, according to IBISWorld. This trend is driven by Australian consumers’ search for ways to cut costs following the global financial crisis. Also, efforts by supermarket chains Coles and Woolworths to promote their respective private labels have enticed consumers to purchase in-store brands. IBISWorld’s study also revealed there are some segments, such as dry goods and basic necessities including bread and milk, where consumers are more willing to buy in-store variants. For some products, such as chocolate, confectionary, soft drinks, and cosmetics, consumers are less willing to purchase private-label brands.