Consumers Don't Trust Private Label Brands

Last month Branding Blabber covered the push from retailers to increase the market share of Private Label brands to upwards of 30%. A recent Brandweek article($) showcases research to be released by Alix Partners that finds that, in nearly every category of merchandise, consumers regularly are not trusting of Private Label brands. There are a few Private Label brands that don't adhere to this way of thinking, but most often, the Private Label brands fall into one of the top three least trusted brands in each category. This is on the heels of news from the Private Label Manufacturers Association's news that the number of shoppers that classify themselves as frequent buyers of Private Label brands has risen to 41%, up from 36% and 12% five and 12 years ago respectively.