Below is an excerpt from a really good Ad Age article. After that, I've drafted a couple of interesting key-take-aways.... Let me know your thoughts... _________________________________ Private Label Winning Battle of Brands Marketers Face Moment of Truth As Retailers' Lines Soar to Historic Sales High By Jack Neff The unthinkable At the same time, volume is shrinking in staple categories where that once seemed impossible, with unit sales of shampoo, for example, down 7.7% last year in all channels, including Walmart . "Portion control is in," said Thom Blischok , president-consulting and innovation at IRI . "There is no previous period that exactly parallels where we are today," said Mr. Blischok , who believes consumer spending could remain weak for four to eight years and lead to a "downturn generation" that learns to scrimp and save permanently, including buying more private label. But the threat to brands goes beyond that. "Retailers have...
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