Own label surpasses brands with 54% of new products in 2011

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Brand owners have defended their products after it was revealed own-label NPD overtook branded for the first time last year.

Research from Mintel found own label accounted for 54% of all new products in 2011 against 46% branded.

British Brands Group director John Noble acknowledged that own label was becoming more relevant, but argued much of the recent own-label NPD was the same products being repackaged or repositioned.

“Branded is the best business model for driving real innovation,” he said. “Brand owners are always looking to deliver for shoppers, build their long-term reputation and stay ahead of their competitors.”

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