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In 2014, FMI Private Brands Council conducted an extensive research study to identify the distinctions between Grocery Retailers experiencing Store Brands growth versus those with Store Brand sales that are flat or are in decline. While the study was thorough and extremely informative, it did not include the voice of the private brand manufacturer. So the FMI Private Brands Council decided to conduct a research study in 2015 to gain an understanding of the private brand manufacturers' perspective in regards to Store Brands best practices.