The size of national brand repertoires: on average, not big
The average category buyer buys just one out of the category’s top 20 national brands per year
Brand repertoire sizes down by more than 10% over ten years
In spite of an increasing number of national brands on sale (see Pick of the Week March 10), the number of different brands chosen by the average category buyer in the average category is surprisingly low. Why? About one quarter of category buyers always choose Private Labels, average purchase frequencies in many categories prevent large repertoire sizes (lots of one- or two-time buyers) and some people consciously stick to a limited set of choices.
Repertoire sizes bigger in more frequently purchased categories
In spite of higher stability in repertoire sizes since the pandemic, the number of brands bought in the average food and beverage category has trended downward. But keep in mind that brands can also satisfy the need for variety by offering variation in their own assortment (flavours, sizes, etc.).
Personal Care National Brand repertoire sizes have dropped below 1
A reduction in the number of different brands bought per category has also impacted both Personal and Household Care categories. The lower levels for Personal Care reflect both lower purchase frequencies and less variety-seeking compared to food and beverages.
