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Private Label Groomed to Take on Personal Care Brands
By: Mark Whalley
Posted: May 4, 2011, from the May 2011 issue of GCI Magazine.
page 5 of 5It is a real challenge, but whatever strategy national and global brand owners adopt, they are well advised never to compete on price. No matter how good private labels become, branded personal care products will always enjoy a premium perception and should play to this strength. Focusing on quality and offering genuinely better products with advanced technologies and improved formulas, is the surest way for brand owners to take back lost market share from private labels.
Mark Whalley is a consumer analyst at Datamonitor. His comments and analysis have been featured in a number of publications, including the Financial Times, The Wall Street Journal and Marketing Week. He has also appeared on programs on CNBC and Bloomberg.