Issue Private label hits a trust ceiling in performance-critical categories

Summary

This issue concerns the limit on how far store brands can replace established names. Capgemini explains that trust, reliability, and performance drive purchases of products affecting safety, health, or long-term use. Electronics are a large investment that must work technically, while baby care and health items raise safety concerns. In these segments shoppers lean toward brands with a proven record. Because private labels usually lack strong brand equity, buyers see them as risky, which caps cost-driven switching exactly where the stakes are highest.