circana’s analysis finds that retailers have managed to keep prices low and quality high. MDDs are intercepting health and lifestyle trends, offering premium offerings and innovative product launches with more dynamism than national brands. Retailers’ strategy of targeting social media content at younger shoppers who are less loyal to traditional brands is also playing a key role in sustaining demand…
Below: Esselunga, under my leadership, was already at around 35% private label in 2003 (thanks to the Esselunga, Naturama, Esselunga Bio and Fidel brands, the first price created to combat discount stores).
