Power of Private Brands from the worldU.S. food retailers have long known that their private brand shares are generally much lower than those in Europe. However, in this new era of innovation and growth for U.S. private brands, it’s worth considering if the U.S. can advance and approach those higher shares in the coming years.

This webinar relays new data from IRI that helps explore the different factors driving private brands growth in Europe and the U.S., and some key common drivers as well. It addresses which lessons can be learned from Europe, such as branding and experimentation, and which aren’t as relevant. Moreover, this webinar outlines the kinds of strategies that will need to take hold if U.S. retailers are going to significantly lift private brand shares in the near future, and which kinds of operators may have advantages.


  • Mark McKeown, Vice President Client Insights, IRI
  • Doug Baker, Vice President Private Brands, Food Marketing Institute

Presentation | Recording

  • Private Brands