自有品牌与厂商品牌竞争

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共谋货架和谐:2025年自有品牌与厂商品牌全球展望
尼尔森· 2025-06-09 06:55
Investment Rating - The report indicates a positive outlook for private label brands, particularly in the Asia-Pacific region, with a projected sales growth of 9.6% year-on-year [6][5]. Core Insights - Private label products are gaining acceptance among consumers, with 54% of Asia-Pacific consumers believing that private labels are good alternatives to well-known brands [9][41]. - The average price of manufacturer brands is 24% higher than that of private label products in the Asia-Pacific region [21]. - The report highlights the importance of value proposition, as 92% of Asia-Pacific consumers prioritize affordability when choosing brands [25]. Summary by Sections Sales Growth - Asia-Pacific private label sales are outpacing global growth, with a year-on-year increase of 9.6% compared to the global average of 4.3% [6][7]. Consumer Perception - 67% of Asia-Pacific consumers find private label products to be of good value, and 60% would purchase more if there were a wider variety available [10][9]. - The perception of quality for private labels is improving, with over half of Asia-Pacific consumers stating that private labels are of equal or higher quality than well-known brands [28][29]. Brand Selection Factors - Functionality is the primary driver for consumer decisions, with local support and availability being key factors for private labels, while quality is the top consideration for manufacturer brands [16][14]. Challenges for Manufacturers - Manufacturers face challenges from private labels, including price competition and the need to secure shelf space in retail environments [27][23]. - The report emphasizes the need for manufacturers to collaborate with retailers to ensure prominent shelf placement and distribution channels [27][50]. Retailer Insights - Retailers are encouraged to enhance category flow by ensuring both private label and manufacturer brands have significant shelf presence [46]. - Developing joint promotional plans can help drive consumer traffic and reduce internal competition between brands [47][51]. Recommendations for Manufacturers - Manufacturers should clearly communicate their unique value propositions to justify premium pricing and emphasize qualities that private labels cannot replicate [50]. - Collaboration with retailers is essential to enhance the overall shopping experience and highlight brand quality [50][49].