Private labels on the offensive

Private labels have been continuously increasing their share in retail sales for years. The assortment of private labels is widening and deepening at the same time. The perception of private labels among consumers is also improving. 70 percent of the consumers interviewed by Nielsen last year agreed with the statement that “the better the store, the better its PL is”, while 65 percent agreed that “the packaging of PL-s is just as god as that of brands”. 59 percent of consumers accepted that “the quality of private labels is just as good as that of brands”. Most consumers interviewed said that they had chosen a PL because of its lower price. It should be noted that those products are regarded as PL-s by Nielsen, which are sold by and manufactured for a single retailer only.