Nearly half of consumers are buying store brands in categories where they previously only purchased national brands, according to a new Private Label Manufacturers Association study conducted by GfK/Roper for publication in Supermarket News. In a telephone survey of 1,000 people (500 male, 500 female) conducted Dec. 11-13, 2009, 46% said they are buying the supermarket store brand in categories where they had previously only purchased a national-brand product. This is an increase from the ...

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