Grocers turn generic brands into premium labels

Grocers hope to continue the growth of generic label products, currently comprising up to 17% of grocery store sales from 1% to 2% in the 1970s, by evolving them into premium, recognizable products. "What has changed is the quality of the product," said analyst Peter Brennan, adding that "this is where grocers will have to move if they are to compete effectively."

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