Mythbusters: Private Label = Lower Quality

"Shoppers associate private label with lower quality."

In this installment of our monthly investigative series, Numerator Mythbusters, we analyzed the purchase data of over 400,000 shoppers and discovered that most Americans like private label—for more than just the price tag. In fact, 57% of shoppers rate both private label quality and private label value for money above average. Download our report to learn:

• How shoppers with different income levels perceive private label products 

• How the financial benefits of private label compare to perceived quality

• Whether shoppers who perceive private label quality as poor actually buy less private label products