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The Role of Consumer Insights in Private Label Success
There is plenty of headroom for private label product development, according to Rachel Dalton, Head of Retail Insights, North America, Kantar. To compete against national brands, private label manufacturers need to leverage consumer insights to identify unmet consumer needs. Dalton outlines Kantar’s five pillar framework for private label success, including the importance of creating consumer touchpoints through brand storytelling.
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