Private Label Winning Battle of the Brands

Erin Cox, Hilary Huyett

&Wanchun Lai

Introduction

• Package good brands face their greatest crisis and strongest threat from private labels since the early 1990’s

• Private Label market shares grew 0.8 percentage points to 21.9% of the total volume in 2008

Private Label Advertisement.

Fred Meyer

Safeway

Costco

Albertson’s

• A drift toward private labels has been occurring even in categories where it was never a factor before, such as feminine protection and skincare.

• Marketers stress that marketing and pricing decisions made now could have a big impact on the future.

Source

• Neff, Jack. "Private Label Winning Battle of Brands." Advertising Age 02 Feb 2009 24 Feb 2009

<http://adage.com/article?article_id=134791>.