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Defending Against Private Label Product Image

Defending Against Private Label

  • ID: 2372590
  • December 2012
  • 39 Pages
  • Datamonitor


  • 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 >


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

About the author

Executive Summary

Value and premium tiers
Groundbreaking innovation
Smart marketing

Private label overview
Future trends
Value and premium tiers

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

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

Sources for Table 1

Table: Number of $1bn brands by company

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

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