National Brand Manager Marketing Mistakes Send Consumers Flocking To Store Brands
Consumers opting for less expensive store brand products over their name brand competition may seem like a given in a recession. But new research has found that even when the economy is flush, store brands - or private labels like Wal-Mart's Great Value and Target's Up & Up - are growing their market share. Each time a consumer enters the supermarket you have to capture their attention. While dropping prices contributes to the stampede toward private labels, major innovation - coming up with really different and new products - on the part of the national brands seems to stymie if not stop private label growth, the research found.