The pandemic is creating an important opportunity for store brands at Walgreens. Speaking at PLMALive’s Private Label Week, Andrea Collaro, senior director of owned brands health and wellness, said shoppers increasingly want products that offer both preventive care for themselves and their families as well as value.
Walgreens is putting a high priority on differentiation of its private label products. She explained that being equivalent and slightly better than the national brand is a critical component of differentiation as well, noting that there are areas where Walgreens’ private brands go beyond what the national brand offers. The retailer is looking for suppliers to play a key role in this process. “As you think about your product portfolios and what you have today, do you have any customer-led innovation in the healthcare space, unique offerings or ideas?” she asked.