Winning brands 2019-2023 – Part 4

Some have increased prices more than Private Labels

Not all winning brands have been able to maintain price gaps vs Private Label

Many of the top winning brands between 2019 and 2023 have not increased prices as much as PL. In categories where winning brands increased their price more than PL we also see PL grow more than in all categories where the 20% winners compete. Still, these PL share changes are below the 4% average PL share increase across the period.

Winning brands with higher price rises have been successful innovators

Compared with all the most successful brands over the period, those who have increased price more than PL have derived more business from their new products – both for the more major and more minor lunches.

Winning brands with higher price rises have been successful in physical availability

Compared with all the most successful brands over the period, those who have increased price more than PL have managed to achieve greater distribution and share of shelf. There are pathways to compensate for higher relative prices.