Private Brand Insights & Profitability

Consultants extraordinare Deloitte have been hard at work creating a new group of insights that include the impact of Private Brands and how to compete in today’s market. Whether you are building Private Brands or competing against them this is an interesting body of work.

Deloitte CPG Pricing, Profitability and Trade Investment
Safeway is asking the brands to rollback their prices and is using their private label leverage.  “Costco stops carrying Coca-Cola products: Retailer and beverage maker at loggerheads over pricing” – 11/17/09 (MSNBC) As shoppers continue to grapple with the recession, retailers want to win their favor by giving them low prices. Holistic approach removes the tendency to optimize one metric at the disproportionate expense of others Profitability Management. Ability to factor in the effects of competitor activity, including private label

The 2010 American Pantry Study
The discussion topics included:  Consumers’ guilt about their shopping patterns prior to the recession Consumers’ increasing preference toward private label products as opposed to national brands How consumers have become more resourceful and precise, fundamentally changing the way they shop and stock their pantry

Consumers Redefine the “Game” of Shopping — It’s Not Just About Saving: Deloitte/Harrison Group Study
According to the survey, three out of four (75 percent) people are more open to trying private label and store brands than two years ago.



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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.