The word “private” is often used in marketing to suggest some sort of exclusivity and mystery. Private clubs open their doors only for the most intriguing and influential people, while private pilates classes ensure that the instructor’s focus will be solely on the client’s individual needs. So, why is it that private label packaging has a bad rap?
For one, they’re available for all consumers and typically come at a lower price point. Think back to your teenage years. It wasn’t cool to wear big box brand sneakers. “How can anyone respect me if I’m not wearing the newest pair of Jordan’s?” is something you might have demanded to know from your mom. But, at the end of the day, did the brand name really make that much of a difference? You still probably wound up scuffing your kicks, and they didn’t magically make your wingspan any bigger.
Yet, when you got older, you probably opted for a box of name brand mustard rather than the grocery store’s offering because you didn’t want to seem cheap in front of your date. Again, it all boiled down (pun intended) to perception. The likelihood that you could tell the difference between the jars of mustard during a blind taste test is likely low; in fact, the most noticeable distinguishing factor is that one costs about 30 cents less.
The stigma surrounding private labels has started to fade over the past decade. The Harvard Business Review writes that this is because more people started giving private labels such as Costco’s brand, Kirkland, and Whole Foods’ brand, 365, a fair shot during recessions. Suddenly, the savings outweighed whose logo was on the box.
But, our shift in perception wasn’t just about the dollar disparity. Suddenly, the packaging and branding on private label products started to look a lot more visually appealing, too. Stores were stocking their shelves with items dressed in modern, flexible packaging. Stand-up pouches replaced flimsy, cheap-looking bags. Previously uninspired-looking labels now came in bold colors with eye-grabbing, fun designs.
As the branding became more diverse, so did the products. Finally, private labels offered organic and gluten-free goods.
“Years ago there used to be an aisle in the grocery store that was only private label, black and white packaging and ‘value’ labeling,” Lisa Overman, director of brand strategy at Addison Whitney told Forbes. “Today there are organics, naturals, premium, mid-tier, and value lines. You seem them across the store, and regardless of the tier they are in, they are still cheaper than the national brand.”
According to the Private Label Manufacturers Association, private labels have never been more profitable, making an estimated $150 billion last year. That’s a massive number considering PLMA estimates that consumers saved approximately $44 billion by purchasing store brands. As more people grow to trust private labels, those numbers are only likely to increase.
Here at Label Technology, we understand the desire for both the consumer and the company to feel like they’re getting the best deal, which is why we pride ourselves on providing high-quality products at reasonable prices. Our printing presses with 10-color capabilities ensure stunning visual results. In the need of a label? We’ve got you covered with our pressure sensitive labels made to withstand all types of climates and temperatures. And, if preformed pouches are more your thing, we can set you up with some stunning options that come with a variety of features, including zippers and gussets.
If you’d like to learn more, contact us by phone or email. We’d love to help take your business to the next level.