Free Subscription

  • Access 15 free news articles each month

Professional

Try one month for $5
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • Exclusive Masterclass access. Part of Retail Week 2021

The growth of supermarket phantom brands

Despite significant quality improvements in private label ranges, supermarkets still face the challenge of quality and value perceptions. To overcome such challenges supermarkets around the world and right here in Australia are creating ranges of “phantom brands” or as Tesco calls them, “venture brands”. They are simply supermarket private label products without any reference to the supermarket’s brand or logo. While this strategy provides significant benefits to supermarkets, it comes