Sir: Within the grocery category, where consumers expect more in terms of value, convenience and quality, The Co-operative’s own-brand relaunch - to ‘Loved by Us’ - is interesting. Consumers’ overall quality perceptions are most often shaped by the fresh produce, while own label plays a key role in building value perception and demonstrating food credentials.
The Co-operative clearly understands this. Loved by Us is an explicit attempt to demonstrate a genuine passion for food. As a sentiment, targeting younger, high-frequency, top-up shoppers, it can’t be faulted.
But as the dominant brand within the convenience sector, it must work harder to overcome the existing, largely negative associations with the category - eg inferior ingredients, limited choice and poor value.
As its slow and steady decline demonstrates, ubiquity no longer guarantees success. So if the execution lacks food credentials - as shown by the sandwich packs in your article - Loved by Us simply won’t be loved by consumers.
Richard Buchanan, director of consulting and founder, The Clearing