Threat of own brands continues as economy recovers

Consumers’ shift to own label goods from branded FMCG products is permanent according to market research company Verdict Research.

As the economy stabilises, Verdict predicts that the lower tier ranges, such as Tesco’s Discount Brands, introduced to safeguard footfall, will loose momentum and consumers will return to  higher end ranges including organic and Fairtrade.

To compete with private labels, manufacturers of branded FMCG goods should look towards new distribution channels such as opening their own stores or launching value versions of branded goods.

Premium own labels are already showing signs of recovery and The Co-operative Group posted strong results for its top tier range last week.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here