Private Label vs Premium Splurge Trade-Off Survey

Thanks for taking a few minutes to talk about your grocery and shopping habits lately. Your responses are completely confidential and anonymized. We're curious where you've cut back and where you still treat yourself — there are no wrong answers. About 5-6 minutes.

In the last 3 months, has your household changed how much you spend on everyday groceries and household goods because of price increases or budget pressure?

• Yes, cut back significantly
• Yes, cut back a little
• No real change
• Actually spending more freely

Which of these categories have you switched from name-brand to store-brand or private label products in the last 3 months?

• Grocery staples (pasta, rice, canned goods)
• Snacks & beverages
• Personal care (shampoo, soap, etc.)
• Household cleaning supplies
• Over-the-counter medicine
• Baby or child products
• Pet food or supplies

Even while cutting back elsewhere, which of these do you still splurge on name-brand or premium versions of?

• Coffee
• Skincare or beauty products
• Alcohol
• Specialty or gourmet food
• Clothing or apparel
• Electronics or tech
• Restaurant or takeout meals

When you do choose a store-brand or private label product over a name-brand one, which of these reasons matters most and least to you?

• It's noticeably cheaper
• Quality is basically the same
• I don't trust the brand name enough to pay more for it
• It was recommended by someone I trust
• It's what was in stock or available
• I tried it out of curiosity and it worked out
• The packaging or store display caught my attention

How much do you agree with each statement about store-brand products?

If you had $100 in discretionary (non-essential) spending this month, how would you divide it across these categories?

• Groceries or food at home
• Dining out or takeout
• Personal care & beauty
• Clothing & apparel
• Entertainment & subscriptions
• Treats or small indulgences (coffee, snacks, etc.)

If a premium brand you've switched away from lowered its price to match the store-brand alternative, how likely would you be to switch back?

Ask the respondent to walk through the last time they bought their premium 'splurge' item — the one they still buy despite cutting back elsewhere: what triggered the purchase, how they felt, and whether they considered a cheaper alternative first. If they said they've cut back on everything, probe for the last small indulgence they allowed themselves and what made it feel justified. Anchor on the trade-off logic they use to decide when paying more is 'worth it' versus when it isn't.

Overall, how satisfied are you with the store-brand or private label products you've tried as replacements?

Which best describes your household's total annual income?

• Under $30,000
• $30,000-$59,999
• $60,000-$99,999
• $100,000-$149,999
• $150,000 or more
• Prefer not to say

How many people live in your household, including yourself?

• 1
• 2
• 3
• 4
• 5 or more
• Prefer not to say

Which age range do you fall into?

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65 or older
• Prefer not to say

That's everything — thank you for sharing how you're navigating your budget! Your answers help us understand where value-consciousness and premium spending coexist, and feed directly into a report on category-level trade-off behavior.