Previously lesser known brands have now begun surging forward in the midst of the lockdown. There is an ongoing debate as to whether this trend will continue even after the end of the pandemic. Retailer-owned labels have made their foray into the mainstream for essential as well as non-essential products in this fear-inducing atmosphere.
These lesser known brands have benefitted from the absence of popular national brands; by taking up the slack and supplying the customers with their own products. These brands have witnessed steady growth in the past few weeks. This trend can be noticed across well known wholesale as well as retail chains such as Spencer’s Retail, Reliance Retail, Metro Cash & Carry, and other eCommerce chains as well. Customers trust the quality and reliability of specific wholesalers and retailers while tryIng out the new products from these brands; because of the shortage of products from otherwise well known brands. Food, home care products as well as FMCG (fast moving consumer goods) are among the most common categories in the essential products section.
There will be shifts in consumer behaviour in terms of ‘now’, ‘next’, and ‘beyond’ the pandemic. By focusing on their niche categories, these private brands can leverage the consumer demand for products; post lockdown.