Why are private labels growing even after a period of price pressure?
Private labels grow mainly thanks to price, but also because of perceived quality.
When does a private label become the default choice instead of a branded product?
In some categories, after several purchases a private label becomes the default choice and the return to the brand declines.
How should brands and private labels work with quality, emotions, and differentiation?
Branded products have a chance to succeed if they bring clear differentiation and consistent communication.
What role does added value play in the growth of assortment and categories?
Private labels do not have to be just cheap copies; they can also work through emotions, archetypes, and a broader portfolio.
What is more important than price itself for private labels?
Added value, quality, and better category management are more important than price itself.
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