Private label products in danger

In Europe the market share of private label (PL) products is shrinking by 0.6 percent every year – pointed out a study by market analyst company IRI. PL products are the strongest in the UK, where they realise 51.8 percent of sales – although value sales have dropped by 0.4 percent. IRI director of strategic insight Tim Eales told that there are too many brands in the market and shoppers find it hard to decide which product to put in their basket. PL products suffer from this situation.