Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications

Article

Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2011. "Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications." British Food Journal. 113 (3), pp. 391-403. https://doi.org/10.1108/00070701111116455
Article Title

Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications

ERA Journal ID9690
Article CategoryArticle
AuthorsChimhundu, Ranga (Author), Hamlin, Robert P. (Author) and McNeill, Lisa (Author)
Journal TitleBritish Food Journal
Journal Citation113 (3), pp. 391-403
Number of Pages13
Year2011
Place of PublicationBingley, W Yorks. United Kingdom
ISSN0007-070X
1758-4108
Digital Object Identifier (DOI)https://doi.org/10.1108/00070701111116455
Web Address (URL)http://www.emeraldinsight.com/journals.htm?articleid=1913549&show=abstract
Abstract

Purpose: – This article seeks to examine long-term trends in retailer and manufacturer brand shares in grocery product categories, and to relate these trends to retailer category strategy with regard to these two types of brands.
Design/methodology/approach: – The study makes use of secondary data and empirical materials from the literature to establish and explain the trends in four countries; UK, USA, Australia and New Zealand. Additionally, interview data are used to develop issues.
Findings: – The results indicate the existence of long-term equilibrium points between the shares of manufacturer brands and retailer brands in grocery product categories in the USA, New Zealand and Australia. Only the UK shows strong growth of retailer brands in line with retailer consolidation and power, but this trend is arrested, reversed and brought to equilibrium in 2001.
Research limitations/implications: – The data presented are restricted to four major English-speaking economies between 1992 and 2005. The data are also consolidated national data. Equilibria within individual categories will vary due to variations in category structure and pace of innovation.
Practical implications: – This research indicates that major retailers deploy manufacturer brands to drive the categories via innovation and retailer brands to generate additional profit for the retailers. Therefore manufacturer brands do have a long-term future. Individual manufacturer brands are likely to be assessed by the retailer primarily on this driving capability, and on the manufacturers' ongoing investment in the capacity to innovate that supports it.
Originality/value: – The paper provides a fresh perspective of looking at retailer and manufacturer strategy via brand share trends.

Keywordsbrands; retailers; retailing; equilibrium methods; market share
ANZSRC Field of Research 2020520402. Decision making
350605. Marketing management (incl. strategy and customer relations)
380199. Applied economics not elsewhere classified
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Byline AffiliationsSchool of Management and Marketing
University of Otago, New Zealand
Institution of OriginUniversity of Southern Queensland
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