Not exactly On Topic per se, but not completely different.
There are made up brands created by grocers/companies to appeal to certain demographics, but do most consumers know how few ‘brand owners’ they are actually dealing with for the brands they recognise?
If one knows who owns what and they like the product does it change buying habits? In some cases possibly, especially for those who think they are supporting a local or a ‘small business’ and are faced with corporate reality.
I reckon the biggest difference between name brands and house brands is how much is spent on advertising and establishing their market position, including tweaking their product accordingly.
Over the past year I have noticed a few new brands pop up on the shelves that appeared to be local or regional companies in every way, and some were, until their true ownership was deciphered. An example, Olina’s Bakehouse, part of Gourmet Food Holdings Pty Ltd, now a Mondelez owned company.
As previously opined, the proof is whether it is good or not although some consumers will forever be label conscious, or want to preference real locals just because. The top level conglomerates focus more on P/L and how to improve it than nurturing a business operating at less than top efficiency and profitability.
