Beyond the middle:
Creating value for private label brands
The past five years have seen most retailers revamping their private label programs due to the need to create greater differentiation in the marketplace, and to take advantage of a more fickle consumer. Although these initiatives were much needed and timely, they were an answer to current opportunities. There is now a massive shift in consumer demographics in North America that necessitates further changes.
Only a handful of leading retailers have started to take heed and shift their approach to capitalize on this shift. The next decade will define those retailers whose private label programs truly drive clear differentiation and increased sales. More importantly, their sustainable growth will no longer be focused solely on meeting the needs of the middle class but will explore opportunities around the demographically-driven fringes.