Are big brands really fighting off the private label threat?

A number of large FMCG brand owners, including Kraft Heinz, Britvic and Reckitt, claim they have seen "minimal" impact from private label, despite statistics suggesting own brands are winning share. So what's happening?

One of the most notable trends during the cost of living crisis has been consumers’ shift towards private label products as brands push up prices and incomes are squeezed.

Private label now accounts for 37% of FMCG value sales in the UK, up 4.3% compared to last year, according to data from Circana (formerly IRI).

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