With continued inflation, tariffs and consumer sentiment softening, Americans are becoming increasingly price-sensitive. In this context, now is a great time for retailers to accelerate their private brands assortment to drive differentiation and value at the same time.
In times of uncertainty, shoppers seek both reassurance and affordability. Retailers who consistently deliver on quality, design, and brand experience through their private brands, earn loyalty, advocacy, and repeat business.
Beyond consumer appeal, private brands offer a structural advantage in today’s volatile global economy. They give retailers direct control over key cost levers, such as pack sizes, formulations, quality standards, and packaging design—which translates into tighter management of cost of goods sold (COGS) and higher margins. This level of control, combined with sourcing flexibility, positions private brands as a powerful tool to offset the impact of tariffs when they do hit.
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