[Video] Eat well for less – Why some brands will still win.
Channel 9’s series “Eat Well For Less”, in essence it asks a key question…Can consumers really tell the difference between a Home brand and a Branded product? The show basically showcases where families are currently spending their grocery money and where they can cut back and save money by eating well for less.
In essence the show pits FMCG brands against supermarket home brands.
Can consumers really tell the difference between a home brand and a Branded product?
Watching the show one couldn’t help but get the feeling that the whole thing had been sponsored and paid for by one or two of the major supermarket chains here in Australia.
Apparently according to the show, here in Australia, grocery prices are at an all-time high along with our love affair with take-away food.
Setting aside my own personal bias about the production quality of the show, and in my opinion it’s lack of authenticity, the show seeks to demonstrate that for the most part, as consumers, we cant’ really tell the difference between a home brand and a Branded product, for which we are willing to pay more for.
Whilst one can easily grasp the point of the series and see just how much money we could save by buying home brands or by repackaging our purchases, the show fails to address the 3 reasons why we as consumers still want to buy branded products or convenience foods.
The short video extract from the “Eat well for less” TV show below clearly illustrates these.
3 reasons why consumers choose branded products and convenience foods
1. Convenience. Sure one could save a whole lot of money by repackaging home brand cheese and biscuits for kids school lunch boxes. BUT… think of the work involved. In the example showcased by the video below, mum/dad would need to buy the crackers from Aldi, the cheese from Woolworths and the plastic bags from…well who knows. Then she/he will need to cut up the cheese and repack it along with the crackers in a quick grab bag.
Nice in theory but isn’t it a whole lot easier to pay someone else to do all of that for you? When you are working full time and have kids to feed and washing to do etc. etc. convenience becomes an important factor. Just look at how the traditional sit down to a bowl breakfast has changed to the convenience of a grab and go pack or brekkie bar to be eaten on the run.
2. We eat with our eyes. Whether it’s conscious or subconscious, we use our five senses to make decisions about the foods we eat. According to Charles Spence, Oxford professor of experimental psychology, “People’s perception is typically dominated by what their eyes see”. This is because how a food looks is one of the first sensory criteria that we use. Our enjoyment of food is a multi-sensory experience. Its much more than just how it just tastes.
This is why companies both brands and the private labels will invest money in creating product packaging that engages the five senses. The”Eat Well For Less” show removes the sensory experience, narrowing everything down just to taste and cost.
However, no matter what it looks like, it still has to come up to standard in terms of quality.
3. Trust/Quality. Yes indeed…You can decant an inexpensive bottle of wine and you may get away with it to an unsophisticated wine palate. You may even be able to deconstruct cheese and bikkies, but there are some products where the consumer wants and is willing to pay for quality. They buy the brand they trust. They buy the brand that delivers that quality time and time again.
The other key issue with quality is is not covered in the TV show is that whilst a consumer may trial a product once…if it doesn’t measure up in terms of quality, the’ll never come back again.
It’s not just about making that initial sale. It’s about the quality of the product that keeps them coming back time and time again.
Watch this 2 minute video clip extract (Eat well for less Channel 9 TV Show)
In this video you will see how the family was willing to sacrifice their bought “crumbed chicken” for a do it yourself version. They were also willing to accept repackaging the cheese and bikkies for the kid’s lunches. However when it cam to their mince meat, they were not willing to swap out the suggested Aldi organic mince for their favourite Cleaver’s Organic (branded) mince. (Just so happens that Cleavers is a brand and pack created by Jam&CO)