Private Label Trends in Household Cleaning Products - US - October 2012
“The deepening of the 2007-09 recession helped drive strong increases in private label market share in nearly every household product category and segment. However, while consumers remain as budget conscious as ever in a tepid economic recovery, household product store brands collectively have lost share in 2011 and 2012. Leading name brands have sharpened their value propositions, and consumers’ attachment to familiar national brands remains strong. To put private label back on a growth track, retailers will need to work hard to convince consumers they deliver the best combination of price and performance.”
– John Owen, Senior Analyst, Household
Some questions answered in this report include:
- Do consumers believe that private label product quality is improving?
- Could private label household products benefit from more marketing?
- Is private label sales performance consistent across categories?
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