Cooking oil is the best sold private label product in Romania, says survey

Some 54 percent of Romanians bought private label products this year and cooking oil was the best sold product in this category, according to a Mercury Research study cited by Mediafax. The situation has changed compared to 2010 when some of the best sold private label products in Romania were lower-value items such as napkins and toilet paper.

At the other of the spectrum, beauty and personal care private label products are the least popular among Romanians. More than one third of respondents said they wouldn’t buy such items. “A more persuasive communication and building strong brands in these categories could help buyers understand the products and determine them to buy them more often,” said Andrei Canda, customer service director at Mercury Research.

The main reason for which Romanians buy private label products is the low price (72 percent of respondents), followed by the retailer’s quality guarantee (31 percent) and exclusivity, as such products are available only in some stores (30 percent).

The study has also revealed that 25 percent of Romanians consider a retailer’s private labels offer when deciding where to shop. Moreover, 13 percent of respondents said they intend to buy more private label products in the future.

The Mercury Research survey was conducted online this July based on the information provided by 351 respondents aged above 18 from urban areas.

Private labels are typically products manufactured or provided by one company for offer under another company’s brand which in most cases is a retailer.

Simona Bazavan