Studies Show National Brands Continue To Outshine Private Labels In Retail

Private labels are growing but consumers are returning to their favorite brands, according to SymphonyIRI Group's MarketPulse survey which found that while 46% of consumers were giving up their favorite brand to save money in 2010, that figure is down to 38% today. Also, results of the 2011 Harris Poll EquiTrend reveal that consumer perceptions of CPG brands recovered following a decline in 2009. National brands have been helped by innovation and efforts to keep their products fresh and relevant. For example, ConAgra’s introduction of Marie Callender’s Bakes brought 12% more buyers to the frozen multi-serve category and increased the buy rate by 18%.