Private Label Buyer

To Compete, You Must Have Unique PL Offerings, Speaker Says

May 1, 2012

In categories where growth rates are slowing to flat, we are all asking ourselves where to find top-line growth. Compound that challenge with an environment that has demanded price declines, as well as cost of good increases and you’ve got yourself a very tough landscape, Carol Best, vice president, brand strategy – retail practice for Anthem! told attendees at the Private Brands Summit at the FMI show Tuesday in Dallas.

“Based on this lack of growth, everyone is fighting for a piece of the whole pie, and as it relates to retailers, we’re seeing a bit of marketplace paths converging. We’re seeing some grocers move into drug. We’re seeing drug move more aggressively into grocery. Mass has already been aggressively moving into fresh.”

So how can you compete?

The landscape makes for creating brands with a unique point-of-difference that much more important, as these channels merge and converge, Best says.

“Creating that unique brand starts with a deeper understanding of the sophisticated shopper.

"It’s important to note that she shops for value, her shopping demands and expectations of brands and their product performance shift by channel, she is shopping for private label -- and that’s definitely part of her value journey -- and she is shopping by category."