Such buying decisions can be influenced by a consumer’s mindset — or “shopping mode,” a new study released Thursday by Nielsen reports.

The study examined consumer shopping behavior across 22 home and personal care categories and found that shoppers’ mindsets vary according to the kinds of products they seek to purchase. 

“Indifferent” and ”Blinkered” Modes
When shopping for bathroom cleaners, dishwashers, and bar soaps, consumers often default to “indifferent” or “blinkered” mode, where brand attachment is low and switching between brands is common.

Nielsen’s Marketing Tip:
Avoid repackaging or repositioning leading brands.  For new brand entrants in these categories, the key is breaking through to shoppers with a new, attention-grabbing innovation. 

“Browsing” Mode
Consumers are typically more engaged when browsing for shampoos and conditioners, body wash, toothbrushes, and toothpastes.  Many read labels, sniff, and test products before buying.

Nielsen’s Marketing Tip:
Be sure you’re stocking a wide assortment or products.  Innovative packaging will also play well with shoppers in “browsing” mode.

“Buzz” Mode
When shopping for hand and body lotions, air fresheners, and baby toiletries, consumers are open to experimentation.  Many actively seek out product information.

Nielsen’s Marketing Tip:
It’s important to generate “buzz’ for these products through exciting advertising and innovative packaging that grabs consumers’ interest and attention.  Constant innovation — new product introductions and new variants — will keep shoppers engaged.

“Bargain-Activated” Mode
Purchases of toilet paper, laundry detergent, paper towels, facial tissues, liquid hand soap, and batteries are frequently influenced by price discounts. 

Nielsen’s Marketing Tip:
Shoppers will flip their choices easily when faced with promotions.  Here, choice is difficult to influence on a sustainable basis.

View the full press release.

Read coverage of Nielsen’s findings in Supermarket News and Media Post.

Private label dollar sales are being driven primarily by higher commodity pricing — especially in staple categories that are dominated by private brands. But in recent weeks, private label unit sales have also grown — a sign that consumers are starting to shift away from established brands in search of better deals.

Among private label food brands, flour (+35%), baby food (+33%), and fresh eggs (+28.2%) showed the largest dollar percent change during the 52 weeks ending September 6, compared with the prior 52-week period.  Unit sales for those products remained flat during the same period: flour was up 7.2%, fresh eggs dropped 0.9%, and pasta grew by 0.6%.

Among non-food private label products, soaps and bath products (+23%), cough and cold remedies (+18%), and hair care products (+18%) showed the largest dollar sales growth during the period.  Paper products, like paper plates, paper towels, and toilet tissue, and aluminum foil were the top-selling non-food private label items. 

Across categories, health and wellness-oriented private brands also showed significant growth, according to Nielsen.  Products claiming to be “natural” (+11.4%) or “organic” (+22.5%), lacking in trans fat or saturated fat (+30.5%), or containing “multi-grains” (+16.6%) or “antioxidants” (+15.8%) showed the largest dollar sales growth during the period.  Products that claimed to contain no calories (-0.6%) or to be caffeine free (-2.2%) showed the only negative growth. 

Among organic private label items, milk, eggs, and produce – like mini carrots and salad mixes — were the top-selling items.

View in depth private label sales data from Nielsen.

Learn more about private label sales in convenience stores.

Read more about overall private label trends in Nielsen’s “Consumer Insight” newsletter.