As much as anything, consumers will be seeking out value in 2020, and that means strong growth for "brandless brands," otherwise known as store brands or generics. Andrew Lipsman, a principal analyst for eMarketer, says "...today’s consumers are looking for value and aren’t necessarily attached to particular brands—or possess fondness for the retailer over the brands on the store shelves.”
In fact, retailers growing the most in terms of traditional stores tend to be those with their own store brands, generic brands or discount brands. In the first half of 2019, for example, the top two retailers in store openings were Dollar General and Dollar Tree, both discounters of merchandise not known for promoting any specific brands. Other examples include the growth and strength of retailer-specific brands: In the supermarket arena, for instance, such chains as Publix and Trader Joe's are heavily invested in their own private label brands. Other retailers, such as Target and Amazon, create their own unique brands that appear nowhere else and compete with traditional brands.
While "brandless brands" may not spell the end of traditional brands, brand marketers need to be aware of their growth and popularity with consumers.
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