Tara Olivo, Associate Editor01.05.18
In the hygiene market, private label products are no longer the “basic quality for a low price” products that they were considered in the past. Today’s store brands are more sophisticated than ever, offering the same level of quality, and in some cases even higher quality, than their branded counterparts.
“The idea that private label is a cheap alternative is gone,” says Pricie Hanna, managing partner of Price Hanna Consultants. “Today’s generation doesn’t even remember the no frills concept of private label.”
According to Svetlana Uduslivaia, head of industry research at Euromonitor International, private label products always offered good enough quality—making sure the product didn’t cause skin issues and that they held what they needed to hold—but because of pricing pressures in the market, and a narrower pricing differential due to promotional activities by branded products manufacturers, especially in baby diapers, today’s private label needs to stay ahead of the game to continue to drive an
“The idea that private label is a cheap alternative is gone,” says Pricie Hanna, managing partner of Price Hanna Consultants. “Today’s generation doesn’t even remember the no frills concept of private label.”
According to Svetlana Uduslivaia, head of industry research at Euromonitor International, private label products always offered good enough quality—making sure the product didn’t cause skin issues and that they held what they needed to hold—but because of pricing pressures in the market, and a narrower pricing differential due to promotional activities by branded products manufacturers, especially in baby diapers, today’s private label needs to stay ahead of the game to continue to drive an
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