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Merchandising Support of Private Label Has Increased Slightly, Report Says

February 16, 2012
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Merchandising support of private label products has increased slightly, but remains lower than average across a majority of tactics and CPG categories, according to Merchandising Trends: Driving Consumption Through Shopper Marketing, a SymphonyIRI Times & Trends report.


Merchandising support of private label products has increased slightly, but remains lower than average across a majority of tactics and CPG categories, according to Merchandising Trends: Driving Consumption Through Shopper Marketing, a SymphonyIRI Times & Trends report.
 
“Private label has served as a strategic weapon of sorts during the course of the economic downturn, providing consumers with lower-priced alternatives to everyday CPG needs, while simultaneously offering retailers and private label manufacturers opportunity to maintain and/or build their margins despite intense market pressures,” explains the report.
 
Indeed, private label marketers have done a superb job of building their private label portfolios in recent years, and consumers have taken notice, according to the report.
According to SymphonyIRI’s MarketPulse survey, 50 percent of consumers purchase more private label products today than they did prior to the start of the economic downturn.
 
Still, opportunity remains. To capitalize on that opportunity, private label marketers must continue to elevate the profile of their private label lines across promotional platforms, states the report.
 
Today, 59 percent of private label categories receive below average merchandising support. This marks slight progress compared with 2010, when 61 percent of categories were merchandised with less frequency versus the category average.

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