自有品牌的悄然崛起

IntroductionThe retail world is at a crossroads. Consumers are changing. Economic pressuresare mounting. Legacy assumptions about national brands driving loyalty no longerhold. Private label offerings, once seen as lower-tier, are emerging as strategicassets.The economy is pushing shoppers to rethink every dollar. Tariffs, inflation, andgeneral economic unease are forcing even high-income consumers to becomemore value-conscious.According to the Private Label Manufacturers Association, private label salesroseby nearly 4% last year to reach a record $271 billion. While unit sales of storebrands grew modestly, just 2% since 2021, national brand unit sales fell by almost7% over the same period. The reason? Private label products not only meet evolvingconsumer preferences but also deliver25–30% higher gross marginsthan theirnational brand counterparts, making them a strategic win for both shoppers andretailers.In a time when promotions often erode profits and supply chains are volatile, privatelabel gives retailers a lever to regain control. More sales. Higher margins. Strongerbrand loyalty.Traditionally, retailers relied on national brands to draw traffic.Today, consumersaren't just open to alternatives—they areactively seekingthem.Private label givesretailers the power to control their destiny. Retailers who invest boldly in privatelabel today will position themselves for greater margin, deeper customer loyalty, andmarket resilience tomorrow.The time to act is now.The Quiet Takeover of Private Label Key Highlights44%of consumers—and 70%of those earning $150k+—saythey’re more likely to tryprivate label if it’s marketed asa dupe of a high-end product.Smart imitation has become abadge of savvy shopping,especially among younger andwealthier shoppers.Trust in PrivateLabel Has SurgedDupe Culture IsFueling Trial84%44%84%of consumers trust thequality of store-brand productsas much or more than nationalbrands. That trust is evenstronger among affluentshoppers, with 61% of high-income consumers saying theytrust store brands more thanname brands. 56%of consumers regularlypurchase private label groceryitems, and 38% buy store-brand household cleaningsupplies. Essentials are thebeachhead for broaderexpansion—once trust is builtin daily-use items, it opens thedoor for premium categorygrowth.Private Label DrivesEveryday Spend3 45%of consumers say they’vepermanently switched from anational brand to a privatelabel when the product met orexceeded expectations. Onceshoppers make the switch,they rarely go back—makingprivate label not just a valuealternative, but a loyalty driver.BrandLoyaltyIsBreakingThe Quiet Takeover of Private Label Retailers have a golden opportunity: once a consumer makes theswitch and feels satisfied, they rarely go back. Private label isn’tjust a cheaper option—it’s becoming thebetteroption.“Have you ever switched from a national brand to aprivate-label product and continued purchasing it?”Source: First Insight (April 2025)19%Not sureLoyalty to Brands Is ErodingNearlyhalf of all shoppers say they’ve permanentlyswitched from a national brand to a private labelwhenthe product met or exceeded expectations. 45%Yes36%No The Quiet Takeover of Private Label 4 Trust in Store Brands Is SurgingThe old stigma around private label being “cheap” or“inferior” is disappearing fast. In fact,84% of consumers saythey now trust the quality of store-brand products more orthe sameas national brands. Consumers are recognizingthat smart retailers can deliver quality at a better price.Smart branding, smart positioning, and storytelling turn trustinto advocacy.61% of consumers earning $150k+ annuallysay they nowtrust the quality of store-brand products OVER nationalbrands.18%19%47%PercentageHow would you rate your overall trust in the quality ofstore-brand generic products compared to national brands?11%4%The Quiet Takeover of Private Label Much higher trustSlightly higher trustAbout the sameChoicesSlightly lower trustMuch lower trustSource: First Insight (April 2025) 5 Private Labels Are Shedding Their StigmaIncome Level27%73%56%17%83%Low IncomeUp to $50,000Medium Income$51,000-$149,000of consumers aren’t concernedabout how they're perceivedfor buying private labelproducts.77%Private labels are being seen as a smart, value-driven choice, not aHowever,higher-income consumersare slightly more sensitive toFor these shoppers, private label branding, design, and storytellingmust still signal quality, sophistication, and pride of ownership.Stigma is no longer the primary hurdle. Today’s challenge is winningthe high-value consumer’s heart and doing it through branding andpositioning that makes private label feel aspirational.77%The Quiet Takeover of Private Label“Are you worried about being perceived negatively for buying private-labelproducts (e.g., family or friends noticing when they visit your home)?” 44%High Income$150,000 +Source: First Insight (April 2025)6 cheap compromise.perceptions. 71%19%10%Percentage“Do you re