How ironic! Private labels not getting retailer support
Most private-label products get less merchandising help than national brands
Private label brands aren’t getting the attention they deserve from retailers, according to a recent study.
Despite being among the important differentiators for grocery chains, about two-thirds of private label products receive less merchandising support than their national brand equivalents.
“Two-thirds of private label products receive lower than average feature-only support and three-quarters receive below average combined feature and display support,” researchers of the IRI MarketPulse Survey wrote in a release.
This is significant, they add, because three-quarters of shoppers make their CPG purchase decisions before they even enter the store.
For more on this study, go here.