Own label: taking stock in 1997

The author, who works for AC Nielsen, outlines the evidence from research for the growth of own label across Europe: what drives it, retailer strategies for it, the nature of own-label consumers (who tend to be retailer-loyal and not receptive to branded messages).

Own label: taking stock in 1997

In view of the increasing dominance of own label, what steps can manufacturers take to stem the tide?

Justin Sargent

IN THE three month run-up to Christmas last year over 90 per cent of the population bought an own-label product. In fact 64 per cent of the population spent more on own-label grocery products than they did on brands. And in a recent ACNielsen survey of 10,000 homes only 18 per cent disagreed with the statement 'My main store's own brands are of the same quality as the well-known brands'.

These facts confirm...

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