What's in Store for Store Brands
Philip Herr
In a trend that transcends categories, countries and retail environments, brands are under attack from private label products. According to Nielsen, private label penetration is estimated to be growing on a global basis by 5 percent per year, while the growth rate for manufacturers' brands is just 2 percent. Is it the value proposition alone that powers the growth of private labels, or are there other factors underlying the trend?
A private label—also known as a store brand, or a shop's “own brand” in the United Kingdom —is one carried exclusively by...