• Brandweek, Monday, November 21, 2005 12:45 PM

Once almost exclusively the domain of traditional grocers, the popularity and overall acceptance of private label brands is growing. A new study says mass merchandisers, super centers--including the all powerful Wal-Mart--and club stores are jumping on the private label bandwagon in a big way. The study was conducted by Information Resources Inc. and reveals that consumers are more accepting of private label products than they once were. "The image of private label has changed in consumers' minds from purely a low-price option to a set of products that offer quality and value," said Janet Eden-Harris, evp/global CMO for IRI. "As these products are increasingly being stocked and promoted within value channels, traditional retailers must begin to look for ways to stay ahead and even reposition their house brands as the best of both quality and value." The development is expected to result in stepped-up marketing efforts by grocers in an attempt to stave off the new competition.

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