How the hunt for value sparked a US private-label revolution

A private-label revolution is occurring in the US as retailers target trade-down consumers. This movement focuses on two primary groups: cash-strapped shoppers who choose lower-priced essentials and wealthier consumers aiming to save on discretionary items. By expanding these offerings, retailers are responding to a widespread hunt for value across various economic demographics. The strategy allows stores to capture a broader audience of shoppers seeking more affordable alternatives to traditional brand-name products in the current market.