The Private Label Paradox

Does private label encourage or discourage retailer loyalty? Follow the journey of Karen, a Kroger popcorn shopper, as she purchases name brand and private label popcorn at both Kroger and Trader Joe’s. Learn how Karen’s first purchase of private label popcorn affects her share of wallet and average unit price and total spend, as well as, more generally:

• The prevalence and growth of private label
• Which retailers drive private label sales
• Which categories are most often purchased as private label
• The private label shopper's purchase journey