How Long Does It Typically Take To Get A Private Label Product To Market?

While the simplest answer to this question is several weeks to several months, knowing how long it will take you to launch a successful private label product requires examining a few key factors.

Retailers can successfully launch and maintain private label products in the competitive retail market by focusing on key areas such as product design, sourcing, brand strategy, assortment, pricing, marketing, and exceptional customer service while adapting to consumer trends and preferences.

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The Private Label Revolution

Retailers can capitalize on the pandemic-driven popularity boost of private label products to create long-lasting customer loyalty by focusing on brand awareness, customer perceptions, profitability, and store loyalty, while improving assortment, pricing, marketing, product design, and sourcing to create standout private labels that rival or surpass traditional brands.

What Are Private Label Products?

Private label products are the unsung heroes of the shopping world. They’re made by third-party manufacturers but sold under a retailer’s brand name, giving consumers a more affordable option without skimping on quality.

Pandemic-Driven Popularity Boost

The COVID-19 pandemic has been a game changer for private labels. With nearly 40% of US shoppers trying new products or brands since the outbreak,1 retailers have a golden opportunity to turn pandemic-induced consumer behavior into long-lasting loyalty.

To do this, retailers need to focus on key areas like brand awareness, customer perceptions, profitability, and store loyalty. By examining gaps in their current strategy and making improvements in assortment, pricing, marketing, product design, and sourcing, retailers can create private labels that truly stand out.

In fact, savvy retailers are already crafting eye-catching packaging and exciting products that rival – or even surpass – traditional brands. And it’s working; private labels are becoming trendsetters in their own right, creating a “halo” effect around the stores that sell them.

So next time you’re shopping for your favorite items, don’t be surprised if you find yourself reaching for a private label product. They’re no longer the generic off-brand option – they’re quickly becoming the stars of the retail world.

Mastering the Private Label Game: A Speedy Guide

Key strategies for success in launching private label products include balancing quality and cost, partnering with reliable manufacturers, developing a strong brand strategy, and choosing the right product assortment and pricing to stand out in the market while remaining profitable.

The Art of Product Design and Sourcing

When it comes to private label products, the secret sauce lies in balancing quality with cost. In a whopping 77 out of 250 supermarket categories, private labels actually beat out national brands in the US. But to triumph, retailers must walk the tightrope between offering top-notch products that can go head-to-head with big-name brands while keeping costs low enough to stay profitable.

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Don’t forget about finding a dependable manufacturer. Over half of branded consumer packaged goods makers in the US also produce private-label items. The key here is partnering with someone who consistently delivers high-quality goods at wallet-friendly prices.

Building a Rock-Solid Brand Strategy

A killer brand strategy is essential for private label success. Start by defining your value proposition. Take Classic Cola, for example – this UK-based cola managed to snag 15% of the entire market by pricing itself 28% lower than Coca-Cola.

Next up: align with customer lifestyles. Despite private label growth, around 60% of consumers still lean towards national brands for their sense of comfort and value. To win them over, retailers need to truly understand their customers’ needs and preferences, creating products that genuinely resonate with their audience.

Choosing the Perfect Assortment and Pricing

Catching shoppers’ eyes on store shelves is crucial for private label victory. Retailers should aim for products that stand out while maintaining competitive prices – just look at European grocery stores like Sainsbury’s and Tesco, whose profits soar above their US counterparts thanks to successful private labels.

Focus on high-margin and high-ranking products to seal the deal. In 1994, private labels made up 8.8% of mass merchandiser sales, with an impressive 39% of soft-drink volume being private label versus just 21% in supermarkets.2 Choosing the right product categories can clearly have a huge impact on a retailer’s success.

In short, speeding up time to market for private label products depends on nailing product design and sourcing, developing a winning brand strategy, and making smart assortment and pricing decisions. By keeping these factors top of mind, retailers can successfully launch private labels that delight consumers and boost their bottom line.

Launching Your Private Label Product: A Step-by-Step Guide

To successfully launch a private label product on platforms like Amazon, conduct thorough market research, identify your target audience, create an enticing listing, develop a strong brand identity, set the right price, choose an efficient fulfillment method, and prepare your inventory for launch.

Step 1: Do Your Homework on Products

Before jumping into the private label scene, make sure you’ve done your research. Analyze market trends, get to know what customers want, and size up the competition. This way, you’ll be able to spot golden opportunities and create a product that shines in a sea of similar items.

Step 2: Find Your Target Audience

Got an idea? Great! Now, figure out who’d be most interested in buying your product. Learn about their demographics, likes, dislikes, and problems they face. By catering to these specific factors, you’ll have a better chance of creating a product that speaks to them and makes them choose your brand over big-name competitors.

Step 3: Create an Alluring Amazon Listing (for online sellers)

Selling on platforms like Amazon? Make sure your listing grabs attention and provides useful information. Craft a catchy title, showcase product features and benefits, and use top-notch images to highlight what sets your product apart. Don’t forget to optimize keywords for better search visibility and more potential buyers.

Step 4: Build a Memorable Brand Identity

To stand out from the competition, develop a strong brand identity that encompasses everything from logo design to the voice used in marketing materials. By crafting a cohesive brand image that reflects your product’s essence and appeals to your target audience, you’ll encourage loyalty and repeat business.

Step 5: Price It Right

Pricing can make or break your private label’s success. Find the sweet spot between affordability that attracts customers and maintaining healthy profits. Remember, underpricing may signal low quality, while overpricing can scare off potential buyers.

Step 6: Pick the Best Fulfillment Method (e.g., Fulfillment by Amazon (FBA))

Choosing an efficient fulfillment method can save time and increase customer satisfaction. For instance, Fulfillment by Amazon (FBA) handles storage, shipping, and returns for you while making your products eligible for Prime shipping, which can ramp up visibility and sales.

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Step 7: Get Your Inventory Ready to Go

Once you’ve nailed down product development and branding, it’s time to prep your inventory for launch. Make sure your products meet quality standards, are securely packaged, and that you have enough stock to meet expected demand. By carefully preparing for launch, you’ll be off to a strong start when it’s time to introduce your private label product to the world.

Winning Private Label Strategies in the Real World

European supermarkets, Costco, and Amazon have successfully implemented private label strategies to dominate market positions and pricing while maintaining customer loyalty by offering high-quality, lower-priced alternatives to big-name brands, strategically selecting products that appeal to their target audience, and fostering strong connections with consumers through shared experiences.

European Supermarkets: Pioneering Private Labels

European supermarkets have mastered the art of private labeling, where they slap their own brand and logo on generic items. This clever move sets them apart from rivals while offering lower-priced alternatives without skimping on quality. 

In some cases, these private label products even surpass big-name brands in performance! The result? Happy customers who keep coming back, giving these supermarkets more control over their market position and pricing.

Costco’s Kirkland: A Masterclass in Private Labeling

Costco’s Kirkland Signature line is a shining example of a successful private label strategy. By providing top-notch products at wallet-friendly prices, Kirkland has become a household name for savvy shoppers who don’t want to compromise on quality. Plus, Costco smartly picks high-margin and popular items for its private label roster, boosting profits while staying competitive.

But Kirkland’s triumph doesn’t end there. Costco wisely expands its product range with complementary items that fit the brand image and appeal to its target audience. This strategy keeps customers hooked and strengthens Costco’s foothold in the market.

AmazonBasics: Revolutionizing the Private Label Scene

AmazonBasics has taken the private label market by storm with its vast selection of affordable everyday essentials. By leveraging its massive online marketplace, Amazon creates exclusive product listings just for AmazonBasics. This prime virtual real estate helps their items stand out from competitors and offers an unparalleled shopping experience.

The secret sauce behind AmazonBasics’ triumph is its ability to resonate with customers’ lifestyles by providing products that suit their needs and values. By focusing on connecting with consumers through shared experiences, AmazonBasics thrives in the cutthroat world of online retail.

In a nutshell, these real-life examples demonstrate what a well-executed private label strategy can achieve. By creating unique brands, fostering customer loyalty, and dominating market positions and pricing, European supermarkets, Costco, and Amazon have hit the jackpot with their private label offerings. And with the right tactics and meticulous execution, your private label venture could be next in line for success.

Navigating the World of Private Labeling: Challenges and Risks

Private label products can successfully compete with established national brands by focusing on quality, innovation, appealing to niche markets, and maintaining a careful balance between private and branded offerings, without over-reliance or cannibalizing sales.

Facing Off Against Established National Brands

Stepping into private labeling can feel like an uphill battle when pitted against well-known national brands that have spent years cultivating trust and loyalty. It might seem like a David vs. Goliath situation, but private label products can make their mark by focusing on quality, innovation, and appealing to niche markets.

Striking the Right Balance with Private Labels

Private labels may promise higher profit margins and control over brand strategy, but too much reliance on them can backfire. Retailers need to avoid overemphasizing private labels, as this could alienate customers seeking variety or trusted brand-name products. Additionally, focusing too heavily on private labels might reduce product diversity and make it tough for retailers to stand out from the competition.

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Brand-Name Companies & the Private Label Tightrope

Brand-name companies venturing into private-label manufacturing face unique challenges. They must carefully balance between producing private label products and their own branded offerings without cannibalizing sales or diluting their brand’s value. Plus, if a brand-name company’s private label product underperforms or receives negative feedback, it could cast doubt on their other offerings and damage their overall reputation.

So, while private labeling presents opportunities for success, businesses need to thoughtfully consider the challenges and risks before taking the plunge. By proactively addressing potential pitfalls, companies can increase their chances of launching successful private label products that coexist with established national brands.

Outsmarting Private Labels on Online Marketplaces like Amazon

Big-name brands can effectively compete with private labels in online marketplaces by mastering marketing techniques that highlight their uniqueness, providing excellent customer service, and embracing product variety to attract a diverse range of customers.

Mastering Marketing Techniques to Stay Ahead

In today’s world of private label domination, it’s crucial for big-name brands to make a splash on online marketplaces such as Amazon. The key? Unlocking marketing strategies that highlight what sets them apart. 

Think about harnessing the power of brand recognition and investing in eye-catching packaging, while showcasing their product’s unique features and benefits. This winning combo will give shoppers a reason to pick national brands over private labels.

Leveling Up Customer Service to Outdo Private Label Competitors

To outshine private labels, national brands should focus on delivering top-notch customer service. Since private labels score points for economies of scale and lower transportation costs, big brands need to set themselves apart by going above and beyond when it comes to customer support. Quick responses to inquiries, tackling negative reviews head-on, and offering hassle-free returns or exchanges can prove that national brands are worth the extra bucks.

Embracing Product Variety as a Game-Changer

Another smart move for national brands is embracing product variation. While private labels often cater to specific consumer groups or product lines, big brands have the chance to widen their net and reel in a diverse range of customers. 

Take major electronics manufacturers for example – they can slap their names on budget-friendly white label items while still producing top-of-the-line mobile phones and computers. This way, they attract both penny pinchers and quality seekers.

By putting these tactics into play, national brands can stay strong even as private label products gain popularity. As long as they keep innovating and delivering value, there’ll be plenty of room for both types of brands in the ever-changing retail landscape.

Seizing the Golden Opportunity of Private Label Products

Key factors for a successful private label product launch include creating a unique brand identity, earning customer trust, showcasing product differentiation, and providing exceptional customer service, while retailers can capitalize on the growing popularity by focusing on these factors and leveraging platforms like Amazon to boost visibility and credibility.

Reaping the Rewards of a Successful Private Label Launch

The booming popularity of private label products presents a golden opportunity for retailers to cash in on this lucrative market. Private labels have come a long way since their mid-19th-century origins, with Amazon now boasting over 100 in-house brands catering to various markets. 

Since launching AmazonBasics and Pinzon in 2009, the eCommerce giant has seen tremendous growth in this sector. By 2017, it already had 30 private label brands under its wing, a number that has more than tripled today.

While private labels make up around 1% of Amazon’s total sales, some categories like clothing see these in-house brands accounting for up to 9% of sales. The core consumer packaged goods (CPG) category is a shining example, witnessing an impressive 81% growth between 2017 and 2018.3

Planning and Execution: The Keys to a Successful Private Label Product

As more retailers recognize the potential rewards tied to launching successful private label products, careful planning and execution become critical. Creating a unique brand identity, earning customer trust, and showcasing what sets your product apart from cheaper alternatives are essential for standing out among other private labels.

Providing exceptional customer service can lead to positive reviews and increased visibility on platforms like Amazon. Additionally, introducing new variations of existing products with unique ASINs (Amazon Standard Identification Number) can help differentiate your offerings from similar items sold by Amazon. And using Fulfillment by Amazon (FBA) can boost your brand’s credibility and exposure, as FBA-fulfilled products qualify for Amazon Prime.

The Path to Private Label Success: A Well-Crafted Plan

In conclusion, the world of private label products offers ample opportunities for savvy retailers to leave their mark. It’s crucial to approach this venture with a well-thought-out plan and dedication to executing it effectively.

By focusing on creating unique, high-quality products and delivering top-notch customer service, retailers can differentiate themselves from competitors and reap the rewards of a successful private label product. As Amazon’s dominance in the private label market continues to grow, remember that meticulous planning, execution, and adaptability are essential ingredients for success in this competitive landscape.


Katie Devoe

Katie Devoe

Katie Devoe is an entrepreneur, educator, and cannabis thought leader. She has been a guest speaker at numerous conferences and developed the CannaCertified cannabis education platform.

• Cannabis and Hemp Enthusiast
• One of the first female business owners in the hemp and cannabis industry
• Co-founder of one of the largest and most established CBD manufacturers in the country
• Spent the past decade leading brands in the hemp and cannabis industry
• Developed a certification program
Connect with Katie on LinkedIn

Get a quote from Katie on your product idea today!

Katie Devoe

Katie Devoe

Katie Devoe is an entrepreneur, educator, and cannabis thought leader. She has been a guest speaker at numerous conferences and developed the CannaCertified cannabis education platform.

• Cannabis and Hemp Enthusiast
• One of the first female business owners in the hemp and cannabis industry
• Co-founder of one of the largest and most established CBD manufacturers in the country
• Spent the past decade leading brands in the hemp and cannabis industry
• Developed a certification program
Connect with Katie on LinkedIn

Get a quote from Katie on your product idea today!



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