PLMA Report Spells Out Post-Recession Strategies for Store Brands Success

NEW YORK - Stronger retailer-manufacturer partnerships and greater investments in new product development and innovation are essential if store brands want to keep the big market share gains they achieved during the recession and lay the foundation for even more growth as the economy returns to normal.

That's the prescription from a blue-ribbon industry panel in a new report, "Store Brands 2010: Post-Recession Strategies for Private Label," by the Private Label Manufacturers Association. "To stave off the national brand challenge, store brands marketers-suppliers as well as retail chains-will need to double down on product development and innovation. National brands will be coming on strong with more investment to win back share lost to private label," the report advises.

In the wake of the unprecedented private label growth, all key players in store brands are mindful that the business is at a crossroads. To take a well-informed look at the future, PLMA invited about a dozen highly-placed store brand executives to develop strategies that suppliers and their retail customers should pursue.

"Their conclusion was that there is both vast opportunity and peril for all store brand marketers," said Brian Sharoff, PLMA President.

"Acknowledging that the tailwind provided by the economic downturn will eventually end, the group nevertheless outlined a set of ambitious industry challenges for the new era. They stressed that the euphoria surrounding recent growth needs to be leavened by an understanding of the evolving real world relationships among retail chains, national brand suppliers and private label manufacturers."

Among the key findings offered by the panel:

Over the past 20 years, PLMA has conducted industry roundtables that have focused on a variety of trends and developments.  Subjects have ranged from organics to urban retailing; from the avalanche of consumer data to store brands' effect on retailers' return on investment; from the veracity of product claims to the transformation of retail chains from simply merchants to full-fledged marketers.

The 2010 Roundtable was the first in the series to be comprised exclusively of store brand manufacturers.  It included four former PLMA board chairpersons and senior executives who represented top echelon private label manufacturing companies in the U.S. Several are firms that market both private label and national brands.