Today’s retailers compete with portfolios of value, standard, and premium private labels, each designed to attract different shoppers for different needs. When these brands are measured in aggregate, important competitive dynamics remain hidden.

Watch as Michelle Pichman, Senior Director of Verified Voices at Numerator, shares findings from a first-of-its-kind analysis examining how Private Label has evolved from a value alternative to a strategic brand portfolio, and why measuring it as one aggregated line item can lead to incomplete insights and misguided business decisions. By connecting verified purchase behavior with feedback from those same shoppers, this session reveals what’s really driving Private Label growth and how retailers and manufacturers can better understand today’s competitive landscape.

In this webinar, you’ll learn:

• How Private Label has evolved over time—from a low-price substitute to a sophisticated portfolio of brands that increasingly compete like National Brands 
• Why Private Label can no longer be studied as a single, aggregated brand
• How retailer tiering strategies are reshaping competition with National Brands
• What motivates shoppers to choose value, standard, premium, and specialty Private Label brands
• How combining verified purchase behavior with shopper sentiment uncovers insights that traditional approaches miss