Private Brands have certainly done well in the recession.  In its September issue of Times & Trends, Information Resources Inc. (IRI), reports that unit share for Private Brands grew 1.2 points for the 52 weeks ending in July, reaching 22.8% overall and 25.6% in grocery.  Looking ahead, continuing financial strains for the economy and consumers mean that Private Brands will not easily relinquish any of their recessionary gains.  Instead, signs point to a post-recession where “learned” shopper behaviors are likely to be extended and may well become entrenched over the long term.

Private Brands are shaping up to be a focal point of retail strategy and a key differentiator for retailers.  This is true not only from the perspective of retailer performance, but in the minds of consumers as well, with smart shoppers looking for the best Private Brands.

A recent research done by Daymone Worldwine elaborates this idea, you can read more about this here.