The Relentless Advance Of Private Label: Strategies To Compete

Consumer goods companies face a challenge that is getting bigger every year. In grocery markets around the world, private-label products continue to gain share of shelf space and consumption. In the face of this Irresistible advance, the retreat of manufacturer brands seems inevitable. But it isn't. The growth of private label has served as a catalyst for consumer goods companies to reevaluate how and where they compete. Many are fighting back - and winning. Branded consumer-goods companies have long recognized private-label products as a potential threat. Most now view them as serious competitors, particularly when they take the form of retailer own brands (ROBs).