| Jan 1, 2020

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

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