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Since then, Private Label brands have established their own identities, becoming popular consumer choices both globally and in South Africa.
ACNielsen conducted a local Private Label study incorporating 136 categories grouped into 10 product areas. Kerith Dix, Group Service Director of ACNielsen's Client Service Division, explains that 'products are deemed to be Own Brands where consumers can clearly identify them as belonging exclusively to a particular chain. This descriptor excludes other chain exclusive brands that cannot be easily identified as products of that chain.'
National results were analysed in comparison to worldwide trends, which indicate that over 68% of the world believe Private Label to be a good alternative to branded products...
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