Abstract
This research reveals the success rate of new private label products and compares the PL results to branded new products. The data is based on the GNP database from Mintel. New product success is defined as the product still available two years after introduction. A sample of the new product introductions from 2010 to 2012 was drawn. An amount of 10% was randomly selected each food category. A total of 2,810 new products that were sampled from 17 food categories. An amount of 43% of new private label products was successful, greater than ±30% found in the literature. It was, lower than the success rate for branded at 71%.
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