Join us for our upcoming webinar
Wednesday 14.06.2017 at 13:00 (CEST)
Duration 60 minutes
Private labels (PLs) have fundamentally changed the CPG industry. Given their prolonged growth across more and more categories, the sky has, for a long time, been the limit. However, much of the available evidence has been based on a very limited set of developed countries. Importantly, in most of these countries, private-label growth has recently slowed down and even stopped. This has caused many analysts to conclude (perhaps prematurely) that private labels have hit the proverbial glass ceiling. Such bold statements ignore the fact that in other parts of the world, private-labels still show double-digit growth numbers.
Professor of Marketing