Times and Trends: Store Brands: Special Report – U.S. & Europe Store Brand Trends 2010

Times and Trends: Store Brands: Special Report – U.S. & Europe Store Brand Trends 2010

Across much of Europe, the effects of a long-lasting economic downturn are still being felt. While unemployment has shown signs of stabilizing, it is expected to remain high throughout 2010 and well into 2011. Government debt levels are quite high, leading to mandated spending cuts and possible tax increases, as well. Consumers remain apprehensive and are working hard to keep their personal budgets in check.

Store brands are viewed quite favorably in much of Western Europe. In many countries, consumers view store brands as equal to, or even better than nationally branded products. But, for several reasons, store brand development varies at the country, market, retailer and category level.

Market structure, for instance, varies across Western European countries. Retailer strategy also plays a key role in defining store brand development. The development of store brands will continue across Western Europe. In some areas, the battle for share has been and will continue to be quite intense. In others, the battle is just heating up.

This report explores current and emerging store brand trends and influencing factors across key Western European countries. Retailers and manufacturers with a clear understanding of these trends will forge relationships with consumers that will transcend the economic downturn and fortify their position in the FMCG world of tomorrow.

Information Resources, Inc. (IRI)

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