What drives the growth of private labels during times of crisis?
Private labels grow during times of crisis mainly due to price, but also because of perceived quality.
When does a private label become the default choice and reduce the return to brands?
After a few purchases, in some categories and countries a private label becomes the default choice and the return to brands declines.
What differentiation must branded products offer to stand up to private labels?
Branded products retain space when they bring clear differentiation, innovation, and consistent communication.
How important are consistent communication and the relationship with the trade for a brand?
A strong brand and a strong relationship with the trade or retailer support each other.
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