Consumer Perceptions of Private Label Quality

Abstract

Private label brands represent a significant threat to their national label competitors. Throughout the past two decades private labels have accounted for 12 percent to 20percent of yearly grocery sales in the United States. Within the aggregate strives made by private label brands, private label sales across product categories have remained highly variant. For instance, while Loblaw's President's Choice Decadent Chocolate Chip Cookie has become the market leader in sales volume in Canada, private labels command a paltry one percent of the market for deodorant.