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Abstract

Orange juice began as a branded product in the 1950s, but private and packer labels son became dominant. Brands gained share during the 1980s with the introduction of a third national brand and the growth of chilled juice. The large number of packer labels makes brand and private label share measures misleading for structure-performance studies. Private label appeals to manufacturers who like the lower risk, the absence of slotting allowances, and fewer entry barriers. Pasteurized orange juice, however, the newest product form to experience rapid private label growth, is uncharacteristic because of large capital investment required for efficient market entry.

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