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Introduction

The economic downturn in the UK has resulted in the migration of customers towards private label offerings. Furthermore, a decline in disposable income has resulted in consumers shopping for cheaper, good quality alternatives. This has provided supermarkets with the opportunity to establish their position as providers of cheap, good quality food products.

Features and benefits

* Analyzes how the economic downturn in the UK has provided supermarkets with the opportunity to increase profits through private labels.
* Explores how supermarkets are increasing their consumer base through segmented marketing.
* Assesses the potential threat private label products pose to branded labels.
* Looks at how supermarkets have improved their product quality and packaging in a bid to compete with branded labels.

Highlights

The growth in private labels has increased supermarket profit. There are two things that retailers are interested in, customers and profit, and private labels have helped attract both. Price is not the only driving force behind private labels; supermarkets are using segmented marketing to meet consumer demands.
Growth of private labels has raised concerns for leading food brands and more branded food manufacturers are forcing their way into the private label sector in order to maintain market share. Not only has the range and quality of store brands improved, so too has the packaging which has further narrowed the gap between private and branded labels.
Supermarkets have even extended their own-label packaging to look very similar to branded products. This is an interesting marketing strategy as consumer may be more willing to purchase items which resemble branded products. By improving on the packaging of products supermarkets are contributing to changing consumer perception.

Your key questions answered

* What factors are fueling growth in the private label space?
* What key strategies are used by supermarkets to increase their consumer base?
* Is growth in the private label space damaging the revenues of branded labels?
* How are supermarkets narrowing the gap between private and branded products?

Table Of Contents

Supermarket private labels: Growth following economic downturn
OVERVIEW
Catalyst
Summary
ECONOMIC DOWNTURN PROVIDES OPPORTUNITIES FOR PRIVATE LABEL SECTOR
Declining economic conditions in the UK
Economic downturn results in increased debt
The rise of private label products in the UK
ADDITIONAL FACTORS DRIVING GROWTH IN PRIVATE LABEL SECTOR
Segmented marketing
Phantom brands drive growth in private labels
THREAT PRIVATE LABELS POSE TO BRANDED LABELS
Growth in private labels damages revenues of branded labels
Improved quality and packaging narrows gap between private and branded products
CONCLUSIONS
Private labels lead the way
APPENDIX
Definitions
Sources
Further Reading
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