IntroductionSpending on retailers' own-label goods is rising, with growth running at an annual 5.3% in the US and 7.4% in Europe between 2000 and 2005.
Private Label's share has grown across almost all categories, as retailers move away from mere price competition.
To defend their market share, branded manufacturers need both to stress their own advantages and learn from the supermarkets' own innovations.ScopeQuantitative data covering Private Label sales value between 2000 and 2005 with forecasts to 2010, broken down by country and category.Comprehensive analysis of private label goods' market share across all countries and categories between 2000 and 2010.Detailed insights based on consumer survey data showing how and why people are changing their shopping behavior.Action points offering practical strategies to counter the threat posed to branded CPG manufacturers by Private Label's growth.HighlightsConsumer spending on Private Label food, drinks and personal care in the US rose to reach US$108 billion in 2005, with strongest growth seen in the food market which reached a value of US$85 billion.
European consumer spending grew at an even faster rate, with total sales reaching US$246 billion in 2005 to account for 23% of total CPG consumption.Only 13.5% of consumers surveyed by Datamonitor have more faith in claims made about Private Label brands than in Famous Brands.
However, with 83% of consumers believing that Private Label varies significantly in quality from one retailer to another, the most trusted, best-known retailers can still compete with Famous Brands in consumers' eyes.Famous Brand manufacturers need to widen their range of brands to compete with Private Label.
Retailers successfully offer value, mainstream and premium products under a single umbrella Private Label brand in order to capture all consumer groups and occasions, and Famous Brands will gain from following suit.Reasons to PurchaseObtain exclusive data concerning private label sales and share over time and by category across Europe and the US.Improve your marketing strategy by understanding how consumers make the choice between Private Label and Famous Brand purchases.View best practice examples of targeting and marketing both Private Label goods and Famous Brands that counter the retailers' threat.