Forbes: Walmart Vs. Amazon: The Private Label War

Once viewed as the “cheaper version of the real thing” by many consumers, Nielsen NLSN -0.19%reported that 71 percent of Americans say a store brand can be a “good alternative” to well known (and usually more expensive) brands.  A recent report from Cadent Consulting Group points to brand-agnostic Millennials as a driving force behind private label brands, predicting the brands could “steal” as much as $64 billion from national names over the next decade.

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