SAATCHI & SAATCHI X
Private Label Research
What does the
future hold for Private Label? Who’s going to win and who’s
going to lose out?
Private label has been growing at twice the rate
of famous household brands over the last 10 years. In fact sales of
Wal-Mart’s private label brands is worth more than
Unilever’s, PepsiCo’s and Coca-Cola’s put together and
in more consolidated and sophisticated markets such as the UK, private
label already accounts for about 50% of the shopping basket.
So it’s hardly surprising that brand owners
tend to view it as threat to their business, while retailers view it as
an ever more important part of theirs. So who’s right? What does
the future hold? Who’s going to win and who’s going to lose
out with private label?
In December 2006
and January 2007, Saatchi & Saatchi X in partnership with POPAI,
undertook a global study as the basis for a forthcoming book on private
label due to be published in November by Keith Lincoln and Lars
Thomassen (Kogan Page)
This study is
unique in that it provides an all party perspective exploring the
attitudes and motivations of all three private label participants; the
retailers that develop and sell them, the brands that compete and often
manufacture them and of course the shopper who ultimately buys them and
determines their ongoing future
Thanks to the
Saatchi & Saatchi network and the global membership base of POPAI,
over 50 brand owners and retailers in North
America, Western Europe & East Asia were surveyed from
CPG companies through to fashion, DIY, Health & Beauty and
Electronics and thousands of shoppers also took part.
Extract
from the Global Research & Analysis Highlights
‘The very first step in a winning strategy for both
brand owners and retailers is in a commitment to work together with
private label, collaborating and stretching the idea of partnership
beyond pure production line capacity, innovation and profitability
towards ideas that are based around the principles of ‘Joint Value
Innovation’.
These 10
principles help us probe into every facet of private label, unlock its
potential and predict the impact it can have. Joint Value Innovation
provides us with a framework for helping brand owners and retailers
realise, as our research shows, that private label isn’t a threat
or a Trojan horse. It really is an opportunity. For
everyone.’
LIMITED TIME OFFER
Download the free Executive summary.
POPAI Members can download full report -- FREE until October 1,
2007, then $500
Non-members download -- $500
For more
information about the research and /or the Joint Value Innovation
workshops that enable manufacturers and retailers to create Retail
Lovemarks™ in store contact Phil White, Planning Director, Saatchi
and Saatchi X or Keith Lincoln, author of the forthcoming book, Private
Label
phil.white@saatchix.co.uk
klincoln.retailization@gmail.com
| Private Label Research Report Saatchi & Saatchi X |
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