A recent Gallup poll concluded that 92% of U.S. consumers surveyed bought private label, with the intention of future support.

The private label industry is a complex industry that involves a host of marketing concepts. Its primary focus is to compete on a price/value basis with nationally advertised brand name products, while providing brand characteristics for our retailers. Today, nearly one out of every four products purchased from a U.S. supermarket, drug chain, or mass merchandiser is a private label product. In some product categories the private label market share exceeds 50%.

Other common classifications within the industry are as follows:

• Generic: Is a very basic no-name product with no-frills packaging. It is the white label with the black print. Very few generic products remain in the United States market.
  
• Store Brand. The retailer creates and owns this brand name. Sometimes the brand will carry the retailers name, other times it will be a name different than that of the store..
  
• Control Label/Value Brand. Control labels are customized in terms of art, graphics, logos, and promotions. Control labels are also used to describe a brand developed by a private label manufacturer that is sold to numerous retailers who do not have their own store brand