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Shopper demand for and purchases of private brands are growing briskly. According to PLMA (Private Label Manufacturers Association), private brand items account for 24% of unit sales and 19% of dollar sales in U.S. supermarkets, both all-time highs. While there are several drivers of the general increase in shopper demand for private brands across the grocery industry, three of the most important include economy, quality and marketing. This study demonstrates the importance of private brands to today's shoppers.
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