Private label brands have taken on increasing importance in retailers’ arsenals on the heels of positive consumer sentiment. This report looks at how retailers can use store brands to bolster their product assortment and thus increase their margins.
There was a time when consumers thought private label brands were just generic, cheap alternatives. But now, against a backdrop of rising product costs and stock-outs, consumers are embracing these viable options. At the same time, retailers have been ramping up quality, creating enticing packaging, and enhancing marketing for their in-house brands. Together, these developments make private label offerings a more important part of retailers’ strategies.
Key Question: How are private label brands critical to the success of multibrand retailers in a fragmented market?
KEY STAT: US consumers have recently switched to—and stuck with—private label brands across a variety of product categories, from consumer packaged goods to apparel.
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Table of Contents
Executive Summary
Private Label Brands Hit an Inflection Point
What Are the Motivators Driving This Momentum?
As Private Label Brands Proliferate, What Must Retailers Do to Succeed?
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Actual vs. Preferred Methods Through Which US Adults Have Discovered a New Brand, Product, or Service, by Generation, July 2021 (% of respondents in each group)
Actual vs. Preferred Methods Through Which US Adults Have Discovered a New Brand, Product, or Service, by Generation, July 2021 (% of respondents in each group)