Private Brand, 2012: Is this the year SHE matters?

Planet Retail’s new report looks at six key developments that will shape the landscape of Private Brand in 2012 and beyond.

Today’s customers are savvy, well informed and have higher expectations of food retailers. They are proud to be frugal and expect retailers to help them save money. These shoppers are trading up or down whenever they want, switching from brands to private labels (and sometimes back), as they are armed with a glut of information and empowered by price transparency. Fuelled by technology and social media, one of the biggest changes to have occurred in recent months is the rise of customer endorsement.

Building on the success of last year’s private label report, our latest update Private Labels, 2012: The year of the consumer, looks at six key developments that will shape the world of Private Brands in 2012 and beyond. These trends include:

  • Customer endorsement
  • Cherry picking the tiers
  • Technology
  • Brand emulation
  • From exclusivity to ubiquity
  • Globalization

Use this report to:

  • Forecast private label penetration across key markets;
  • Discover how key trends are used to drive private label to new levels;
  • Take inspiration from best practice examples around the globe to build shopper loyalty – from Loblaw in Canada to Migros in Switzerland; and
  • Understand the importance of private labels for the world’s key grocery retailers including Walmart, Carrefour and Tesco.


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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.