NEW YORK-Faced with a choice of a well-known national brand
* ua Each own-brand sanitary napkin and tampon item carries a "compare to" statement, making it easier for shoppers to make the switch from the national brand
The survey discovered that many organic products on the shelves had a private label product but sometimes did not have a national brand
"In a traditional national brand
equivalency scenario, a product was tested and that data was compared to that of a corresponding national brand
," says Brett LaFrance, North America sales director for the consumer business unit at UL Verification Services Inc.
We discovered that some private brand categories are actually up because of national brand
fumbles in not matching innovation.
The study results indicate that consumers who choose the retailer's brand for products on the list rather than the national brand
could save, on average, $44.04 off their total market basket--a savings of 35.7%.
By contrast, in the fluid milk category, store brands have taken over to the extent that very few of our respondents even had a perception of national brand
We can lead in that space and the default doesn't have to be the national brand
equivalent in terms of packaging.
"Quite often, the national brand
owner is tied to their own innovation pipeline and their own manufacturing processes in order to create and market their products," Beckman explains.
For example, national brand
manufacturers are perceived to be stronger in product development, category management and technology.
Axelrod pointed to the sales power of a successful national brand
, relating an anecdote of how Royal Velvet towels outperformed a private label brand that had better quality and a better price.
In general, product placement is to the right of the equivalent national brand