Each stakeholder within the retail industry perceives and interact differently with Private Brand across different countries and levels of retail maturity. The Daymon International team conducted a 360° study integrating insights from consumers, retailers, and suppliers from different markets to reach a holistic understanding of Private Brand markets around the world.
The Daymon International revealed five stages that Private Brand generally passes through across different geographies and retail dynamics. The journey shared by countries is explained by the metaphor of climbing a mountain with segmentation illustrated by different camps along the journey.
The analysis is accompanied by the retailer, supplier and consumer interactions shaping the Private Brand in the respective markets through the interviews and the comprehensive surveys conducted across all stages. These insights combined with case studies of high growth Private Brand markets and pioneer retailers within them present a comprehensive view of the industry.
This report serves as a map to help retailers and suppliers understand where their markets are situated on the journey and how they can design winning Private Brand initiatives.