Retailer brands - heaven or hell, opportunity or threat

Oliver Koll and Richard Herbert

This study investigates from four angles why retail brands are growing. Employing panel and adhoc information collected on some 2,000 categories in 33 countries, the authors uncover reasons for different private label success rates between countries, categories, consumer segments and retailers.

Retailer brands - heaven or hell, opportunity or threat

Oliver Koll and Richard HerbertEuropanel, United Kingdom

BACKGROUND

In late 2001, together with P&G and our academic partner, Professor Jan-Benedict Steenkamp of the University of Tilburg, we were finalising several stages of work on turning Rogers' Diffusion Theory into marketing practice within FMCG (M. Aboul-Fath, R. Herbert, “Research Can be Innovative Too”, Esomar Congress 2002). One factor with a strong impact on diffusion within a category was the presence and size of Retailer Brands (we will use the terms Retailer Brands and Private Labels interchangeably). This, coupled with...

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