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Are Your Customers Brand Loyal or Category Loyal?


It’s not news that many brand managers are seeing their share erode in favor of private-label brands. The following trends are enough to give any brand manager indigestion:

  • Unit sales of private labels have been on a slow but steady climb for the past five years. Currently private labels account for roughly 23% of unit sales.1
  • It isn’t just the price that makes private labels more attractive. Sure, they cost roughly 29% less,2 but most consumers....

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