34. Store-Brand Products

Those low-priced staples on grocery-store shelves — where do they come from? Zachary Crockett finds out at a national convention for private-label manufacturers. SOURCES:Kusum Ailawadi, professor of marketing at the Tuck School of Business at Dartmouth College.Eric Beringause, C.E.O. of Winland Foods.Ryan Boyle, vice president of sales at Kitchen Innovations.Samantha Burd, co-owner of Lady Burd Cosmetics.Dean Erstad, senior vice president of sales at Seneca.Harry Overly, president and C.E.O. of Flagstone Foods. RESOURCES:"The Backlash to Price Hikes Is Building," by Julia Waldow (Modern Retail, 2024)."For U.S. Consumers, It’s a Matter of ‘And’ — Not ‘Or,'" by Kari Alldredge and Warren Teichner (McKinsey & Company, 2023)."Those Doritos Too Expensive? More Stores Offer Their Own Alternatives," by Julie Creswell (The New York Times, 2023)."Why Private Label Brands Are Having Their Moment," by Errol Schweizer (Forbes, 2022)."The Hidden Makers of Costco’s Kirkland Signature and Trader Joe’s O’s," by Nathaniel Meyersohn (CNN Business, 2022)."Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions," by Kusum Ailawadi, Scott A. Neslin, and Karen Gedenk (Journal of Marketing, 2001)."The Effect of Generic Products on Consumer Perceptions and Brand Choice," by John J. Wheatley (NA - Advances in Consumer Research, 1981). EXTRAS:"Should America Be Run by … Trader Joe’s?" by Freakonomics Radio (2018)."How to Save $1 Billion Without Even Trying," by Freakonomics Radio (2014). Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.