A turning point for private brands: How retailers can seize the opportunity
In 2021, we asked whether the private-brand trend would last. At the time, consumers were eagerly snapping up retailers’ owned brands, which were lower-priced and more readily available than similar products from many national brands. Fast-forward to today: our research clearly shows that consumers are continuing to opt for private brands. The trend is continuing in both Europe and the United States. McKinsey’s latest consumer sentiment research shows that nearly 75…