The German business newspaper Manager Magazin features an analysis by the management consultancy Porsche Consulting, for which 1,500 consumers were surveyed about their perceptions of traditional brands and private labels. The findings show that private labels have overtaken manufacturer brands in consumers’ perception of innovation.
Aldi, Edeka, Lidl, and other retailers have significantly enhanced their private label portfolios in recent years. Product quality, assortment breadth, and brand positioning are playing an increasingly important role. For manufacturers, this means growing competitive pressure. For retailers, strategically managing private labels is becoming a key factor for growth and customer loyalty. The shift highlights a new reality: the critical question is no longer just which brand sits on the shelf.
The article in Manager Magazin explores, which private label brands are proving especially successful (German only).