Consumers Mistake PL for National Brands

BOULDER, Colo. — National brand or private label? Consumers have trouble telling the difference according to research by Market Force Information.

The study, conducted in March with 6,100 participants, uncovered that some shoppers may not even know they’re buying private label.

More than 29% of participants said they never purchase private-label cereal. But when asked if their store sells private-label cereal, only 6% said they knew for sure it did.

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