Retailer brand share statistics in four developed economies from 1992 to 2005: some observations and implications

Chimhundu, Ranga and Hamlin, Robert P. and McNeill, Lisa (2011) Retailer brand share statistics in four developed economies from 1992 to 2005: some observations and implications. British Food Journal, 113 (3). pp. 391-403. ISSN 0007-070X


Purpose: – This article seeks to examine long-term trends in retailer and manufacturer brand shares in grocery product categories, and to relate these trends to retailer category strategy with regard to these two types of brands.
Design/methodology/approach: – The study makes use of secondary data and empirical materials from the literature to establish and explain the trends in four countries; UK, USA, Australia and New Zealand. Additionally, interview data are used to develop issues.
Findings: – The results indicate the existence of long-term equilibrium points between the shares of manufacturer brands and retailer brands in grocery product categories in the USA, New Zealand and Australia. Only the UK shows strong growth of retailer brands in line with retailer consolidation and power, but this trend is arrested, reversed and brought to equilibrium in 2001.
Research limitations/implications: – The data presented are restricted to four major English-speaking economies between 1992 and 2005. The data are also consolidated national data. Equilibria within individual categories will vary due to variations in category structure and pace of innovation.
Practical implications: – This research indicates that major retailers deploy manufacturer brands to drive the categories via innovation and retailer brands to generate additional profit for the retailers. Therefore manufacturer brands do have a long-term future. Individual manufacturer brands are likely to be assessed by the retailer primarily on this driving capability, and on the manufacturers' ongoing investment in the capacity to innovate that supports it.
Originality/value: – The paper provides a fresh perspective of looking at retailer and manufacturer strategy via brand share trends.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © 2011 Emerald Group Publishing Limited.Permanent restricted access to published version due to publisher copyright policy.
Faculty/School / Institute/Centre: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 20 May 2011 08:02
Last Modified: 04 May 2015 00:41
Uncontrolled Keywords: brands; retailers; retailing; equilibrium methods; market share
Fields of Research : 17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
14 Economics > 1402 Applied Economics > 140299 Applied Economics not elsewhere classified
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910404 Productivity (excl. Public Sector)
Identification Number or DOI: 10.1108/00070701111116455

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