What is 4th Generation PLs

The main purpose of this chapter is to gain insight into the latest trends in retailers' strategies in terms of private labels and their customer value proposition in the context of proliferating brands and multi-brand portfolios. The first part of this chapter provides a comprehensive review of research on evolving trends in private label strategy in addition to some conceptual considerations. It is followed by an analysis, based on a number of industry reports, of the resulting quality-value balance and PLs' performance across some representative countries. In addition, this chapter looks into some sustainable MMCG brands (organic, fair trade, etc.), with the focus on their presence in retailers worldwide, as an example of such premium PLs strategy. Finally, in order to further illustrate retailers' strategies and PLs role in this ever growing value-added niche market, this chapter will draw on sustainable Spanish FMCG market through a market-research case