Own label and branded goods in fmcg markets: An assessment of the facts, the trends and the future

Own labels choice criteria and perceived characteristics in Greece and Scotland: factors influencing the willingness to buy

“…In 1990, 54 per cent of Tesco's sales were own label and in 1993 Sainsbury's, Britain's leading retail chain and the leader in own label products, had 8,000 own label lines, which accounted for two-thirds of sales (Ogbonna and Wilkinson, 1998), while overall the own labels account for almost 30 per cent of the total retail sales over a period of years (Key Note Market Review, 2001). A few decades ago, the main characteristic associated with the success of retailers' own brands in the UK was cheapness, illustrated by Tesco's famous slogan "Pile it high, sell it cheap" (Baltas, 1997;Buck, 1993). Today, manufacturers feel threatened by retailers (Halstead and Ward, 1995), while industry analysts claimed that it was the encroachment of private labels that caused poor performance to the national brands (Ogbonna and Wilkinson, 1998).…”

“…However, even within each one of these categories of brands, authors use diverse names to describe virtually the same phenomenon. For example, even though the term own label products/brands is the probably the first and the most widely used term (Simmons and Meredith, 1984;Davies et al, 1986;Martell, 1986;Uncles and Ellis, 1989;Buck, 1993;Laaksnonen, 1994;Omar, 1994;Fernie and Pierell, 1996;Key Note Market Review, 2001), other expressions are also used. These include the terms:…”

A combined segmentation and demand model for store brands

“…Retailers give store brands a large amount of space and advantageous positions within the store layout (Burt, 2000). The market power of store brands and strong manufacturer brands leads to oligopolistic conditions in many European markets (Davies et al , 1986; Buck, 1993; Burt, 2000).…”