Development trends of private label in retail

The article is devoted to the development of the representation of private label in retail trade and the study of consumer behavior when buying this category of goods. The relevance of the topic under consideration is dictated by the transformation of market conditions, including the exit of global brands from the Russian market, a change in consumer behavior towards rational consumption, which is correlated with the growth of the share of private label. At the same time, the author notes that private label is being improved and meets the needs not only in the low price segment, but also in the medium and premium segments, as well as developing to the level of a full-fledged brand. The article presents data indicating that consumers are increasingly turning to buying private label. In the course of the research, the author focuses on the importance of developing their private label for retail representatives, which will ensure a competitive advantage.