What drives the growth of private labels the most today?
Private labels grow mainly during periods of price pressure and crisis.
When does a private label become the default choice for a customer?
In some categories, after several purchases they become the default choice and switching back to brands declines.
How can private labels compete beyond price?
Price is not the only reason for growth; perceived quality and added value are also important.
What role do quality, differentiation, and emotional brand work play?
Private labels can work with emotions, archetypes, and a broader portfolio, not just as a cheap copy.
What does a strong brand and a private label need for differentiation and communication?
Both strong brands and private labels need clear differentiation and consistent communication.
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