New Release: The Checkout Issue 4

In focus this month: Private-label brands.

Whether it’s Trader Joe’s or Rancher’s Reserve, Kirkland or Kroger Value, private-label products are increasing in both share and stature. This month, we explore how people are shopping this important category.

Also featuring: Brands in the spotlight.

Kroger, Walmart, and Target are perceived as carrying some of the best store brands. Specifically, brands mentioned frequently include Walmart’s Great Value and Equate, Kirkland (Costco), Archer Farms (Target), and 365 (Whole Foods). The name brands shoppers are least likely to trade out of include Kraft, Coca-Cola, and Tide.

Click here to download the latest issue of The Checkout.