It’s no secret that most American consumers think private label foods are a good alternative to national brands. After all, private label brands often offer the same nutritional quality and ingredients as their national competitors. Most importantly, however, private label products are cheaper, thereby offering today’s bargain hunting consumer “good value for money.” While many retailers believe that the success of private label brands stems from lower prices, recent research finds packaging type, design, color and branding to be far more important than is typically assumed.
Given these findings, retailers in the U.S. are starting to think differently about design. In Europe, for instance, retailers typically change their private label design every 2-3 years to account for changing design trends, a stark contrast to the U.S. norm of 4-5 years. However, to remain “on trend,” U.S. private brand owners have the tricky task of providing consumers with great design more regularly, however with limited resources. To accomplish these objectives in a market that is accustomed to purchasing national brands, an efficient design process is crucial.