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.

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