On equal terms? Marketing private label products next to leading national brand products – exploring the phenomena of shielding
Private labels (PL) have gone from being a marginal and rather odd phenomenon in the gro-cery sector 20 years ago, to having a prominent role in the grocery retailing landscape, ac-counting for approximately 25-30% of what is sold in Swedish food stores today. Given the enormous turnover of the grocery trade, amounting to 326 billion SEK in 2023 according to Statistics Sweden (SCB), this is a rema
