How to succeed in a private label world

This article discusses and charts the relentless growth of retailer power, based on the popularity of private label.

How to succeed in a private label world

Lars Thomassen

We have moved from the age of the brand to the age of the retailer – a shift that has led many brands to a near-chronic state of constant stress and confusion. Fmcg companies suddenly find themselves on the defensive, as the chaos of change and disorder threatens the very foundation of their brand-based business. Not only are brands up against increased private label penetration and ruthless copy piracy, they are also facing supercharged and super-conscious shoppers who are more informed and more discerning than ever. However, the biggest challenge...

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