For many consumers, before there was petroleum jelly there was Vaseline, and before there was washing powder there was Omo. But as brand recognition becomes a non-factor when looking for value, private-label and no-name brands are occupying greater shelf space in supermarkets. In 2017 the fast-moving consumer goods private-label market was worth about R43-billion, up 9.5% across a basket of goods from the year before, according to a Nielsen private label report. Gareth Paterson, head of retailer services at Nielsen South Africa, said: "There is an expectation of good growth within private label due to a number of factors, including private labels becoming more trusted value-for-money offerings, an increase in quality, as well as key retailers having a key focus on increasing private-label offerings across categories."Paterson said as a result of this growth, private-label items had placed pressure on suppliers of branded products. "Private label is growing ahead of many of the brand...
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