The Rising Fortunes of Store Brands: Good Packaging Helps

By in Packaging Design on January 27, 2009

A trend that continues to gain importance in the packaging world is the rising fortunes of store brands. In recent years, these home-grown challengers to big brands have been mounting a hugely successful assault on established names on retail shelves.

And it’s not just the low end of the biz, which house brands have traditionally filled for ages. Store brands are now invading the mid and upper tiers of the product mix in many stores – and having big success at it.

So guess what has a lot to do with that relatively new power? Yup. Packaging. Retailers finally figured out what major brands have understood for ages – putting stuff in cool containers increases its perceived value. And once you’ve got that up, the prices can surely follow.

One of my favorite branding blogs, Brand Strategy Insider, recently discussed the topic, in the post “Of Strength and Store Brands.” The article offers some revealing statistics and examples of the powerful influence house brands now wield in the marketplace.

It’s a nice snapshot of a trend that many of us will be feeling for years, regardless of where we fit into the world of packaging. Check it out.

Photo by JoeBehrPalmSprings

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Perhaps people are turning to store brands because private labellers have not felt compelled to cheapen the heck out of the ingredients and overcharge for the product. Trader Joe's has natural food in their food. What a concept!
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