Private labels vs. manufacturer brands

Competition in the Austrian food retail sector (LEH) is becoming increasingly fierce. In recent years, private labels have established themselves more and more as accepted brands and are continuously gaining market share. Traditional brands are finding it more and more difficult to prove themselves in the market, as retail companies are promoting their own products more and more and expanding the assortment in every direction. That is why it is essential for medium-sized companies like gittis Naturprodukte to address the issue and find out which strategy is more sustainable in the long run: the production of manufacturer brands, the production of private labels or dual production.