Kommentar: Markenhersteller brauchen Ideen, keine Mauern
Eigenmarken werden immer innovativer. Doch statt eine „Firewall“ gegen den Handel zu fordern, sollten Markenkonzerne ihre Innovationskraft stärken – und vor allem schneller werden.
Last year, 55 percent of all innovations in food and drug stores came from private labels. Brand conglomerates have long relied on private labels as a distinguishing feature to justify higher prices. However, there is a growing concern that the balance of power may shift in favor of private labels. Patrick Kammerer, Chief Executive Officer of the German Brand Association, calls for a "firewall" between procurement and product development within retail conglomerates.
Since retailers must present their novel offerings to secure shelf space, they may quickly copy private label products before they hit the market. While private labels face a lower risk when introducing new products, they can place them on shelves without negotiation. If a product fails, it can be easily removed. This gives private labels the freedom to be bolder and faster, with little to lose.
Winning back customers, however, presents significant challenges. Instead of merely requesting a "firewall," brand conglomerates must strengthen their innovative capabilities. After all, true innovation cannot be easily replicated. With their research departments, brand conglomerates continue to hold the key to real innovation, whether through new ingredients, new categories, or patented solutions.
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
