Private label distributors are stiff competition for manufacturer brands, according to new national study from Affinity Group Sales & Marketing
"Consumers may be less knowledgeable about distributor brands, but we found that the concept is well understood among operators," said Megan Teates, Executive Vice President at Affinity Group Sales & Marketing.
- "Consumers may be less knowledgeable about distributor brands, but we found that the concept is well understood among operators," said Megan Teates, Executive Vice President at Affinity Group Sales & Marketing.
- Manufacturer Brands Vary, Especially by Type of Product
Operators are savvy about distributor brands' competitive positioning. - Operators view distributor brands as lower priced alternatives to manufacturer brands and sometimes of similar - but never better - quality.
- "In any market where distributor brands compete, manufacturer brands must continue to innovate to stay ahead," said Enzo Dentico, Chief Executive Officer of Affinity Group Sales & Marketing.