Grocery trade magazine Supermarket News presents this fascinating article on the impending “Brand Battle” between national brands and Private Brands. The article presents the results of the Supermarket News seventh annual Survey of Center Store Performance and their relationship to brands.
Front and Center
A brand battle is playing out on Center Store shelves as retailers revise their merchandising mix to better reflect shopper preference
National brands have yet to recover share lost to private labels, according to the majority of food retailers (79.6%) and manufacturers (58.8%) polled by SN as part of its seventh annual Survey of Center Store Performance. Nearly one in five retailers (18.5%) and 41.2% of manufacturers indicated the opposite: that national brand marketers have indeed won back share. Other members of the industry also weighed in.
“National-brand companies are looking for ways to improve their position,” observed a food wholesaler. “I see many using coupons to drive consumers back to their brand, but they’re going to have to do more to change the tide back away from private label.”