{"id":2581,"date":"2023-05-11T00:00:00","date_gmt":"2023-05-11T00:00:00","guid":{"rendered":"\/advantage-360\/cpg-manufacturers-and-retailers-strategies-differ-on-private-brands-survey-says\/"},"modified":"2025-11-03T18:09:53","modified_gmt":"2025-11-03T18:09:53","slug":"cpg-manufacturers-and-retailers-strategies-differ-on-private-brands-survey-says","status":"publish","type":"advantage360-reports","link":"https:\/\/youradv.com\/advantage360\/cpg-manufacturers-and-retailers-strategies-differ-on-private-brands-survey-says\/","title":{"rendered":"CPG Manufacturers\u2019 and Retailers\u2019 Strategies Differ on Private Brands, Survey Says"},"content":{"rendered":"<h2>Retailers Expand Private Brands While Manufacturers Prioritize Innovation<\/h2>\n<p>Consumer packaged goods innovation is rising, list price increases are waning and retailers are focused on private-brand expansion, according to a March 2023 survey of manufacturers and retailers by Advantage Solutions. This research offers a timely look at competitive shifts and the evolution of private branding strategies.<\/p>\n<p>The survey found that branded product manufacturers are responding to private-brand expansion by marketing the quality of their products and launching product innovation. Their top tool for remaining competitive is off-shelf merchandising, as trade promotion activity has inched up gradually since the COVID dip.<\/p>\n<p>\u201cManufacturer and Retailer Outlook: Spring 2023,\u201d based on 120 responses to surveys by consumer goods manufacturers and grocery retailers, found that most retailers are addressing cost increases by increasing private-brand availability (73% named it a Top 3 strategy). They plan to expand private brands through a variety of measures over the next 12 months, with retailers saying they will focus particularly on the following steps: line extensions of existing products (42%), introducing private brands to new categories (33%) and adding private-brand products to their health-and-wellness mix (33%).<\/p>\n<p>Branded CPG manufacturers\u2019 top strategies for competing with private brands include marketing their brands\u2019 quality, cited by two-thirds of respondents as a Top 2 strategy, launching innovation (55%) and increasing trade promotions (32%).<\/p>\n<p>The survey also found:<\/p>\n<ul>\n<li>Nine in 10 manufacturers are bringing new products to market in the next 12 months, with one-third of those \u201caggressively\u201d bringing these products to market.<\/li>\n<li>In addition to increasing private brand availability, retailers\u2019 top strategies for addressing cost increases include monetizing data or digital platforms (60% named it a Top 3 strategy), requiring higher margins on promotions (57%) and increasing brands\u2019 everyday low prices (43%).<\/li>\n<li>Retailers will create space for more private brands, particularly in the frozen food, general food and beverage categories. Nearly all retailers surveyed (97%) say they will add some space for private-brand frozen food and general food.<\/li>\n<li>Off-shelf merchandising is manufacturers\u2019 top tool for remaining competitive at shelf, cited by more than half (55%) of survey respondents as a Top 3 strategy, followed by digital couponing (45%) and supporting retailer-focused marketing programs (42%).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Retailers Expand Private Brands While Manufacturers Prioritize Innovation Consumer packaged goods innovation is rising, list price increases are waning and retailers are focused on private-brand expansion, according to a March 2023 survey of manufacturers and retailers by Advantage Solutions. This research offers a timely look at competitive shifts and the evolution of private branding strategies. [&hellip;]<\/p>\n","protected":false},"featured_media":2580,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"advantage360-category":[46],"class_list":["post-2581","advantage360-reports","type-advantage360-reports","status-publish","format-standard","has-post-thumbnail","hentry","advantage360-category-shopper-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Private Brands Drive Retail Strategy in 2023<\/title>\n<meta name=\"description\" content=\"Retailers and manufacturers are taking different approaches to private brands. See how each group plans to compete and grow in 2023.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"\/advantage360\/cpg-manufacturers-and-retailers-strategies-differ-on-private-brands-survey-says\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Private Brands Drive Retail Strategy in 2023\" \/>\n<meta property=\"og:description\" content=\"Retailers and manufacturers are taking different approaches to private brands. 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