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Much has changed since the 1970s, when British retailers Sainsbury, Boots and Marks & Spencer pioneered private labels, quickly followed by counterparts in the United States and elsewhere. Long gone are the days when store brands were most notable for their black-and-white packaging and questionable quality. Today's private labels account for 17% of the global packaged goods market, and that number exceeds 30% in sectors such as refrigerated goods, paper and plastic wraps. No wonder more and more retailers, manufacturers and wholesalers are now promoting a complete portfolio of private labels that extends from value to premium merchandise.
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