Corporate brands came into their own in 2008 — spurred in large part by the weak economy and the resulting move by consumers to trade down. Kroger Co., Cincinnati, reported that corporate-brand penetration represented almost 27% of all grocery sales and 34% of grocery units; meanwhile, Pleasanton, Calif.-based Safeway said corporate-brand sales outpaced national brands by a factor of 4-to-1 storewide and 6-to-1 in Center Store. Safeway was so enthused about the performance of two of its ...
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