Store brand products on the market of health protective foods

Abstract

In Hungary the first store brand – alias private label – products appeared on the shelves of shopsin 1995. In 2011 we cannot find any chains of stores without their own private label products in their line of goods. Private label distribution shows higher and higher proportion rates in the product range of national food chain stores. In the strong economic competition, it is not easy for chains of stores. Experience shows that it is more and more difficult to find such a product which successfully expands private label product lines. One of the most important options for progression is innovation, namely to develop brand products.