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IT’S NO surprise that store brand sales have increased the past few years. With the right marketing strategy, there’s no reason why that growth can’t be sustained as the economy improves. Nearly half of all consumers have given up their favorite brands to save money, according to a study by SymphonyIRI. The study also found that store brands have protected or grown their mar- ket share in three-quarters of the top 100 consumer package goods (CPG) categories in the past two years. Similarly, Niels- en Scantrack reported that from the end of 2007 to 2008, store brand shares jumped 1.8 percent to 22.3, and have held on since, despite an improving economy and increased promotion sup- port from branded products. “Store brands have reached


a new share plateau and will see continued long term growth, fueled by both continued con- sumer interest in value, and retailer focus to drive margin and build banner equity,” says Todd Hale, Nielsen’s senior VP of Consumer & Shopper Insights. “Rising commodity prices could also make this a good year for store brands.” One of the rea- sons for this success is many retailers no longer have just one store brand. Whereas “store brand” once was synonymous


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