IRI on Private Label and National Brands

In Retailwire:  And discussion.

" .... IRI in their latest Times & Trends report offers this advice: "Ensure that price is a lever that creates demand without diminishing margin." In the previous Business Tip, we discussed factors other than price that make up consumers' definition of "affordability" including preferences for flavors, favorite brands and household appeal. But in IRI's research, "good value for the money" still weighs heaviest as an "affordability" factor.

In that regard, private label products still generally offer meaningful savings versus their national brand counterparts — about 28 percent, on average. That gap broadens to 50 percent in 19 percent of categories studied by IRI. And yet in 25 percent of categories, there is less than a 10 percent differential. ... "