Brand fight-back against private label: too little, too late?

This article investigates whether the major supermarkets have already lost too much ground to the discounters to make a recovery.

Brand fight-back against private label: too little, too late?

Tim EalesIRI

Private label is now a mature market and brands are recognising that it is here to stay. The rise and rise of the discounters, which has fundamentally changed the retail landscape, and the way in which retailers have strengthened their own brands through new product innovation and expansion of product lines, have helped to secure its future.

But we are starting to see something of a fight-back by national brands, which have been promoting heavily, while promotional activity on private label has been reduced - closing the price...

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