It is undeniable how powerful the private label is becoming in almost every segment of retailing. What seemed years ago to cater to a highly price-sensitive customer segment has become a defining element of “brand positioning,” developing a brand identity in its own right, deployed to create loyalty, combining premium and economy brands covering an assortment expanded in breadth and depth and moving into new categories.
Read the full article on The Consumer Goods Forum website
NAM Implications:
- Permanently?
- i.e. How will we get them back to the brands now that they have tasted private label?
- (or at least anticipate an attack on the size of the brand premium)
- Besides, as retailers develop their Retail Media Networks…
- …and use their increased shopper insights to tailor private label to their traffic profile/s…
- …they will be a closer match with consumer-shopper need…
- …and cheaper too.
