Is Private Brand Becoming a Habit?

mcbride presidentIn an article yesterday from Reuters they report on Miles Roberts speaking from the Reuters Global Retail Summit on the sustainability of Private Brand growth.  According to the article:

McBride, the UK  based and biggest maker of supermarket own-label household products,  had an “excellent” May and believes shoppers are switching out of brands for good. The English  supplier manufactures Private Brand cleaning products and other household items to supermarkets including Tesco and Carrefour

According to the article: “Most people are habitual,” Chief Executive Miles Roberts told the Reuters Global Retail Summit on Wednesday. “When you’ve bought an (own-brand) product 10, 15 times, the fact is you don’t go back to the brand because…you know the performance is absolutely as good as what you were using before.”

He said demand for own-label goods underwent a “structural change” during the recession of the early 1990s when they became part of mainstream shopping and made big market share gains.
Read the entire article.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.