Karen McIntyre, Editor01.02.17
Gone are the days where store brands automatically meant sacrificing quality for value for consumers. While many of these products tend to fetch a lower price point than their branded counterparts, quality has not been sacrificed. These products often offer the same level of innovation as part of an effort to foster brand loyalty and return trips to the stores they represent.
And, in the diaper market, which has not seen significant innovation in the past 12-24 months, private label products continue to compete well with branded products, meaning many of the same bells and whistles—fit, softness, thinness, etc.—are seen in more branded stores.
“By keeping pace with the major brands, store brands have created a new role for themselves,” says diaper market consultant Pricie Hanna. “No longer are they viewed as the low cost, lower performance alternatives to major brands. Instead, consumers have come to think of these products as just brands in their own right. They have figured out wherever they shop most frequently, what their favorite (store brand) names are.”
As store brands have worked diligently to
And, in the diaper market, which has not seen significant innovation in the past 12-24 months, private label products continue to compete well with branded products, meaning many of the same bells and whistles—fit, softness, thinness, etc.—are seen in more branded stores.
“By keeping pace with the major brands, store brands have created a new role for themselves,” says diaper market consultant Pricie Hanna. “No longer are they viewed as the low cost, lower performance alternatives to major brands. Instead, consumers have come to think of these products as just brands in their own right. They have figured out wherever they shop most frequently, what their favorite (store brand) names are.”
As store brands have worked diligently to
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