Private Label Brands — A Growth Opportunity for Retailers and Suppliers

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by: Sandra Cuellar, Research/Extension Associate Cornell University

Over the last decade, Private Label Brands or Store Brands have become a popular and profitable marketing strategy in the United States as well as in Europe.

According to a Gallup study sponsored by the Private Label Marketing Association and conducted in September 2000, 71% of U.S. supermarket shoppers consider store brands the same as or better than the quality of national brands.

Retail consolidation has had a strong influence on Private Label.

Store brands have become a way for retailers to differentiate themselves from their competitors and to create loyalty to their stores in an evermore tightly concentrated marketplace.

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