In categories like homecare and grocery staples, FMCG brands face an uphill battle against premium private labels. When economic pressures tighten household budgets, consumers naturally look toward supermarket own-label alternatives. For established brands, defending shelf space and maintaining margins requires moving past defensive discounting and uncovering exactly how much your brand equity is worth in hard currency. This webinar presents a data-driven look at how brands can successfully navigate intense private-label competition without destroying their premium positioning.
The session walks through the findings of a comprehensive choice-based research study conducted by EPIC Conjoint in the UK homecare market. The study tested optimal pricing dynamics across highly competitive categories, pitting major national brands directly against Tesco’s leading own-label products. You will discover how the research isolated the precise economic value of a “brand” and calculated the exact maximum price premium a name-brand product can hold before consumers defect to the supermarket alternative.
Beyond category-wide benchmarks, the webinar reveals how deeply demographic and regional nuances influence purchasing behaviour under pressure. The data uncovers distinct variations in price sensitivity and brand loyalty when comparing male versus female shoppers, as well as notable behavioural divides between consumers in the North versus the South of the UK. These granular insights demonstrate that a one-size-fits-all pricing strategy often leaves significant margin on the table or inadvertently drives volume to private labels.
Whether you are a category manager, a brand director, or a pricing strategist facing aggressive own-label competition, this session provides a practical roadmap for your portfolio. You will learn how to leverage predictive choice data to establish clear price anchors, structure targeted promotions, and confidently defend your premium tiers on the retail shelf. Watch the full recorded session below to master the mechanics of competitive B2C pricing strategy.
