Greeks are buying a record amount of own label products at supermarkets, according to a new study carried out by the Marketing Department of the Athens University of Economics and Business (AEUB), which found that more than 27 percent of goods bought now carry private labels.
The survey found that 27.4 percent of products bought were private label goods. Just two years ago, this figure stood at 21.5 percent. Own label products now account for 21 percent of supermarkets’ turnovers.
The study found that the move toward private label goods was not driven just by financial concerns. Researchers indicated that 60.1 percent of respondents said they saw no difference in quality between established brands and private labels.