Own-Brand Development

This report focuses on the development of retailer branded products and future trends in the next decade. With the internationalisation of retailing, the own branded products develop significantly in the last ten years. Retailers improve their competitive advantages and increase their profit through the own-brand strategy. For consumers, retailers’ own brands bring more benefits; it decreases the price of products and increases the choices relatively. Moreover, the development changes the balance between retailers and manufactures. Retailers become more powerful in the market, and have more initiative to choose manufacturers. They also become competitors to manufacturers. In the next few years, online shopping will grow continually, and online store will be the major strategy of retailers, such as Tesco. In addition, more advanced technologies will be developed and employed in supermarkets to improve service quality. Shifting main business to emerging market, such as Asia, will be the popular trend of retailing. The market for retailer branded products develops significantly during the last ten years, and the market share of private-label product reached 15% averagely in the world; some countries, such as Switzerland and the UK, even over 40% (Nielsen, 2011). With the acceptance among consumers, the sales volume of own branded product increase quickly, and the product positioning also changes continually. In the past, own-brand products stand for inexpensive and low quality alternative of branded products. However, with the development of brand concept and fiercer competition among retailers, developing own-brand products become core strategy for retailers to improve competitive strength. Therefore, the quality and product image have been improved to attract consumers. Furthermore, the trend is retailer branded products play more important role on shelves. Some retailers even launch different levels of own-branded products, which mean one product may have several