What are the distinctive attributes that make consumers choose private labels ?

The numerous conflicts between producers and distributors in recent years have put the spotlight on supermarkets, which regularly find themselves at the center of public debate. Today, the competition between national brands (NB) and private labels (PL) has intensified considerably in recent years. Private labels are becoming more and more important and their market share is increasing significantly. Indeed, thanks to its price positioning, it remains a very competitive price advantage compared to national brands. As we have seen, price remains one of the main criteria for consumers when buying food products. Today, private labels are trying to improve their image by diversifying and offering everyday products, in line with the primary purpose of private labels, which is to defend the consumer's purchasing power. Our work will first focus on the evolution of the consumer goods industry and the appearance of private labels as well as their different strategies. Then we will study the attitude of the consumer and his buying behavior towards private labels and will pay particular attention to his main buying criteria.