The Fragile Consumer Packaged Goods Market and Private Label Products
Olin Thompson - January 4, 2006

Introduction

On average, 45 percent of products sold in Europe are private label products; this compares with 25 percent in the US. Store brands now account for one of every five items sold in US supermarkets, drug chains, and mass merchandisers. A study by the Gallup Organization found that 75 percent of consumers see private label brands as having the same quality, guarantee of satisfaction, packaging, taste, value, and performance as national brands. As the share of private label products grows, what will it mean for the small to medium consumer packaged goods (CPG) manufacturer?..