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

Summary

Capgemini argues that weak brand equity leaves private labels carrying a perceived risk premium, which limits how far cost-driven substitution can run once safety, health, or long-life performance is at stake.

Classification

Main topicIndustry & Supply Chains

Secondary topicsWelfare & Health Values & Lifestyles

Region menusGlobal

Impactscope:global

Time horizon0-3 years (2026-07-26)

Last updated2026-07-29 04:49:52

Evidence 1

What matters to today's consumer 2026: How AI is transforming value perception Capgemini Research Institute page=23;section=Careful spending meets intentional indulgence / Selective splurging 2026 accessed 2026-07-26

Constituent trends 1

TrendSmart downshifting: consumers trade down and trade up within the same basket7 signals

Directly linked signals 2

Signal77% avoid private labels in performance-critical categories
SignalPrivate-label preference fell 21 points from 65% to 44% in one year

Relation types: constitutes · direct_urgent

Public id: fm-7eba34a05244