1 / 7

Whole Foods Market Corporate Tracker Study Wave II – Q2 2006

Whole Foods Market Corporate Tracker Study Wave II – Q2 2006. Prepared By: The Natural Marketing Institute NMI Study # 3213-16 October 2006. 365, 365 Organic Still Garner Greatest Awareness of WFM Private Label Brands.

tyrell
Download Presentation

Whole Foods Market Corporate Tracker Study Wave II – Q2 2006

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Whole Foods Market Corporate Tracker Study Wave II – Q2 2006 Prepared By: The Natural Marketing Institute NMI Study # 3213-16 October 2006

  2. 365, 365 Organic Still Garner Greatest Awareness of WFM Private Label Brands ( % WFM Shoppers indicating awareness of WFM Private Label Brands- Wave II) No change in total awareness from Wave I Still most widely known • Declines in awareness reported for: • (Wave I versus Wave II) • Allegro: 33% to 25% • Whole Kitchen: 20% to 12% • Whole Ranch: 15% to 8% • Whole Treat: 13% to 6% •  Is the proliferation of “Whole – X” causing dilution of awareness of individual sub-brands or confusion between sub-brands? + not asked in Wave I *denotes significant decline from Wave I at 95% confidence level

  3. Overall Purchase Levels of Private Label Down at WFM, Stable at TJ ( % Shopper Segment indicating regular and consistent purchase of (STORE’S) Private Label Brands (among those aware)) Purchase of STORE’S Private Label Brands on a Regular & Consistent Basis • In Wave I, WFM was extremely equal on this measure, considering how much more Private Label merchandise TJ carries. • In Wave II, however, this competitive edge is eroding. Wave I Wave II *denotes significant difference at 95% confidence level

  4. Stable Usage of Specific WFM Private Label Brands Down ( % WFM Shoppers indicating usage of WFM Private Label Brands) Down *denotes significant difference at 95% confidence level: Na = not asked

  5. Very different image from Non-NCS PL Reasons for NOT Purchasing WFM Private Label Brands ( % WFM Shoppers indicating why they don’t purchase WFM Private Label Brands on a regular & consistent basis- Wave II) Most don’t buy WFM Private Label brands because they believe they can get similar products at the regular grocery store, not necessarily driven by a lack of value. Not associating other availability/ high price as a lack of value. Perhaps because quality is perceived as high? Fewer TJ Shoppers pass over private label because of price (20%) or value (3%)

  6. Purchase Levels of Private Label Brands at Mainstream Grocery ( % Non-NCS Segment indicating awareness and purchase of organic store brand products/frequency of purchasing store brand- Wave II) Awareness of Store Brand Organics Among Mainstream Shoppers Most (49%) don’t know if their store carries private label organics A significant number of buyers Most Mainstream Shoppers only occasionally buy Private Labels… (unchanged from Wave I) Primary reasons for not purchasing include preferring brand names (54%) and thinking they’re lower quality (33%)

  7. The Natural Marketing Institute 272 Ruth Road Harleysville, PA 19438 Steve French, Managing Partner phone: 215-513-7300, ext 214 fax: 215-513-1713 Steve@NMIsolutions.com www.NMIsolutions.com

More Related