Don't Blame Private-Label Gains on the Recession†

No-Names Brands Have Been Picking up Momentum for Past Decade Across Demographics

Advertising Age, April 21, 2009 — Private label growth didn't start gaining momentum in the downturn.

Not only have private label brands been gaining share for the past decade, experts say these gains are the single-biggest problem facing branded packaged goods players. House brands, once a staple of lower-income households, now enjoy roughly equal penetration among demographic segments. Improvements in quality and packaging have helped removed the stigma attached to buying a no-name product.