Is Private Brand Loyalty Permanent?


The London based retail trade magazine Retail Week reported yesterday that the growth in sales in English Private Brands is likely to slow but the shift in loyalty from national brands is permanent.

However Verdict predicts that, after the recession, Private Brand growth will slow, although consumers will continue to be attracted to premium Private Brand products including: organics and fair-trade products.

According to the article:

Simon Chinn, co-author of the report, said: “As consumer confidence is slowly returning in some markets, consumer purchasing behavior will become more polarized, with premium private labels gaining more traction again.”

It found that, at the value end, ranges will “lose momentum and shelf space, as the novelty factor wears off, although they will not disappear altogether”.

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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.