Generic No More: Retailers Rebrand

Private label brands are no longer just positioned as cheaper alternatives to mainstream brands ─ and consumers are taking note.

Using modern consumer panel data from the Numerator OmniPanel, we looked at how “modern” private label brands like Good & Gather are winning over consumers. Check out the full analysis for insights including:

• Which factors consumers consider when deciding to buy modern private label products and traditional “copycat” private label brands
• Whether a fictional brand, when placed in front of our panelists, would perform better positioned as a store brand or a name brand 
• The effect of new private label brands on private label trips and sales growth 
• How retailers have adjusted their advertising accordingly