• +353-1-415-1241(GMT OFFICE HOURS)
  • 1-800-526-8630(US/CAN TOLL FREE)
  • 1-917-300-0470(EST OFFICE HOURS)
Defending Against Private Label Product Image

Defending Against Private Label

  • Published: December 2012
  • Region: Global
  • 39 Pages
  • Datamonitor

FEATURED COMPANIES

  • CMS Energy Corporation
  • Hutchison 3G UK Limited
  • Kraft Foods Inc.
  • Nestle S.A.
  • Publicis Groupe SA
  • Unilever
  • MORE

This report, which covers examples from the food, alcoholic drinks, non-alcoholic beverages, personal care, and household products sectors, looks at the ways in which brands can and do hold off the threat from private label. There are lessons to be learned from global brands including the creation of value and premium tiers, as well as analysis of new product claims and smart marketing techniques.

Value tiers have enabled brands to appeal to new consumers that they were not reaching before. They preserve brand equity better than price promotion. In some cases, they have also provided the opportunity to boost sales of premium tiers without brands losing their combined market share.

Brands are adding benefits to their products: over the last two years, the biggest difference between new branded products and private labels has been that the former are much more likely to be "natural" and/or organic. In personal care and household products brands are much more likely to make claims about their "long-lasting" nature.

Dual branding – adding one brand as a component to another – allows manufacturers to create a unique product that simply cannot be replicated READ MORE >

About the author
Disclaimer

Executive Summary

Introduction
Value and premium tiers
Groundbreaking innovation
Smart marketing
Conclusions
Introduction
Summary

Private label overview
Future trends
Value and premium tiers
Summary

Value tier extensions
Premium tier extensions
Small indulgences
Groundbreaking innovation
Summary
Innovation trends
Proprietary technology
Added benefits
Smart marketing
Summary

Building brand equity
Learning from global brands
Developing platforms
Micro-targeting consumer segments
Dual branding
Cross-category marketing
Limited editions
Shelf standout
Selling direct
Conclusions
Summary
How brands can defend themselves

Appendix
References
Bibliography
Sources for Table 1

TABLES
Table: Number of $1bn brands by company

FIGURES
Figure: Penetration of private label by CPG sector
Figure: Strength of brands by CPG sector measured by consumer attitudes
Figure: Examples of P&G's value tier launches
Figure: Diageo's value tier products
Figure: Unilever's Making Life Better website
Figure: Nestlé's Nesfluid range
Figure: Kraft's Philadelphia chocolate spread range
Figure: Share of new product launches that are limited editions
Figure: Examples of new products with shelf standout

- Anheuser-Busch InBev SA/NV
- Bank of America Merrill Lynch
- Chiquita Brands International
- CMS Energy Corporation
- Diageo plc
- Hutchison 3G UK Limited
- Janssen Pharmaceuticals
- Kimberly-Clark Corporation
- Kraft Foods Inc.
- Levi Strauss & Co.
- Nestle S.A.
- Odwalla
- Publicis Groupe SA
- Schindler Holding Ltd.
- The Procter & Gamble Company
- Unilever
- Unilever UK Foods Ltd.
- V. F. Corporation

Note: Product cover images may vary from those shown

RELATED PRODUCTS

  • TrendSights: Risk Aversion - Product Thumbnail Image TrendSights: Risk Aversion

    TrendSights: Risk Aversion

    • Language: English
    • 98 Pages
    • Published: June 2013
    • Region: Global
    FROM
  • Soft Drinks Global Corporate Strategy - Product Thumbnail Image Soft Drinks Global Corporate Strategy

    Soft Drinks Global Corporate Strategy

    • Language: English
    • Published: December 2013
    • Region: Global
    FROM
  • Consumer Marketing 2014-2015 - Product Thumbnail Image

    Consumer Marketing 2014-2015

    • Language: English
    • 405 Pages
    • Published: March 2014
    • Region: North America
    FROM
  • Liquid Water Enhancers 2014 Report - Product Thumbnail Image

    Liquid Water Enhancers 2014 Report

    • Language: English
    • 86 Pages
    • Published: February 2014
    • Region: Global
    FROM
  • Executive Trendreport - Product Thumbnail Image

    Executive Trendreport

    • Language: English
    • 113 Pages
    • Published: October 2013
    • Region: Global
    FROM
  • Growth Opportunities in Soft Drinks - Product Thumbnail Image Growth Opportunities in Soft Drinks

    Growth Opportunities in Soft Drinks

    • Published: December 2011
    FROM
  • TrendSights: Cruelty-Free - Product Thumbnail Image TrendSights: Cruelty-Free

    TrendSights: Cruelty-Free

    • Language: English
    • 62 Pages
    • Published: April 2013
    • Region: Global
    FROM
  • The North American Market for Natural & Organic Personal Care Products - 2nd Edition - Product Thumbnail Image The North American Market for Natural & Organic Personal Care Products - 2nd Edition

    The North American Market for Natural & Organic Personal Care Products - 2nd Edition

    • Language: English
    • 256 Pages
    • Published: June 2011
    • Region: North America, United States
  • The Future of Gourmet Foods - Product Thumbnail Image The Future of Gourmet Foods

    The Future of Gourmet Foods

    • Language: English
    • 134 Pages
    • Published: November 2011
    • Region: Global
    FROM
  • Packaging Solutions Throughout The Supply Chain - Product Thumbnail Image Packaging Solutions Throughout The Supply Chain

    Packaging Solutions Throughout The Supply Chain

    • Language: English
    • 107 Pages
    • Published: June 2012
    • Region: Global
    FROM

Our Clients

Our clients' logos