What’s in store for store brands

Store brands, also known as private labels, are mainstream in many markets and becoming more so, particularly in developing markets.

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...

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