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Studies Show National Brands Continue To Outshine Private Labels In Retail

August 1, 2011: 02:08 AM EST
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%.
Craig Levitt, "The power of brands", Grocery Headquarters Magazine, August 01, 2011, © Grocery Headquarters Magazine
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