IR Pro Supermarkets How brands can fight back against retail’s phantom labels How to defend your brand from private-label clones. By Michael Callan and Naomi Landau Eglick July 31, 2026 Text Size –> Phantom brands, the cheeky stepchild of own-label brands, are coming for FMCG category leaders. Private-label product strategies have long been a pillar for major Australian retailers. As of 2024, goods manufactured by a third party but sold under a retailer’s brand name commanded 36 per cent of Australia’s consumer packaged goods sales, market research firm Circana reported. And there’s little sign of that proportion falling. In recent…
Author: Michael Callan and Naomi Landau Eglick
Source: Inside Retail
