Even before the current recession, consumers began to put pressure on national brand manufacturers by positioning store brand products as the value alternative to branded products. It is well documented that consumers are now more accepting of less expensive quality alternatives to national brands. They now expect to find a broad selection of the retailers’ brand in all categories.
National and store brands learn how to coexist
Even before the current recession, consumers began to put pressure on national brand manufacturers by positioning store brand products as the value alternative to branded products. It is well documented that consumers are now more accepting of less expensive quality alternatives to national brands.
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"The implications are far reaching," said Katherine Black, a Kearney partner and the report's author.
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