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Own label has overtaken branded innovation – and that’s not something to celebrate
By David Sables2026-06-15T08:41:00
The system is not designed for experimentation – it demands certainty and therefore incentivises brand-tweaking, not innovation, says David Sables, CEO of Sentinel Management Consultants
It was reported this month in The Grocer that for the first time, private label has overtaken branded products as the primary driver of innovation. Think about that for a second. The retailers who built their categories on the back of brand investment are now outpacing those same brands in new product development.
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