Impact of New Product Development of Store Brands on Branded Manufacturers in the U.S. Grocery Industry

Abstract

Store brands of U.S. packaged food products have made considerable strides in the last 20 years. Readily available technology has enabled manufacturers and retailers to understand consumer trends and buying habits and quickly offer private label substitutes. U.S. consumers recognizing value are more willing to buy private label, and the level of penetration is approaching once lofty European share levels. This has branded manufacturers looking harder at NPD as a weapon to fend off private label and grow category share. This paper will explore the process of new product development in private label and the role private label plays for manufacturers, retailers, consumers and brands. Further a research proposal will be outlined to determine the impact of private label growth on branded NPD strategies