Tara Olivo, Associate Editor01.06.21
A new private label has emerged within the last decade. No longer are store branded products a basic, no frills, lower-cost alternative to the national brands. With the growth of e-commerce, today’s private label product is competing on a more level playing field.
For hygiene products like baby diapers, private label manufacturers aren’t just trying to meet the fit, performance and quality of the national brands—they’re also trying to exceed these traits. At the same time, retailers and their contract manufacturing partners are taking cues from the smaller, natural-focused direct-to-consumer (DTC) brands favored by millennials and creating their own lines featuring premium and plant-based materials. All of this combined with enhanced packaging and branding has upped the profile of today’s new private label launches.
Colin Hanna, director of market research at Price Hanna Consultants, says that while the definition of private label has become more complicated in recent years, the objective is the same: increasing traffic and profits for retailers. “Retailers have gone beyond simply wanting to give customers a comparab
For hygiene products like baby diapers, private label manufacturers aren’t just trying to meet the fit, performance and quality of the national brands—they’re also trying to exceed these traits. At the same time, retailers and their contract manufacturing partners are taking cues from the smaller, natural-focused direct-to-consumer (DTC) brands favored by millennials and creating their own lines featuring premium and plant-based materials. All of this combined with enhanced packaging and branding has upped the profile of today’s new private label launches.
Colin Hanna, director of market research at Price Hanna Consultants, says that while the definition of private label has become more complicated in recent years, the objective is the same: increasing traffic and profits for retailers. “Retailers have gone beyond simply wanting to give customers a comparab
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