Launching store brands in emerging markets: resistance crumbles

摘要

Store brands are no longer a hallmark primarily of businesses in the developed world, as was the case for decades. The marketing efforts of retailers across the globe, and their competition with local manufacturers, have introduced store brands in almost every product category, and have made them available in both developed and emerging markets. It appears today that Europe and North America have maintained their position as the most developed store-brand markets, with an aggregated store-brand share of sales reaching 23 and 16 percent respectively, but with a moderate growth rate (5 percent). In comparison, store brands in emerging markets have achieved growth of up to 11 percent, and currently account for 6 percent of sales. This impressive growth is directly related to the expansion of global retailers beyond their traditional geographic borders.