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Raise Prices and Lose Out to Private Label

Marketers see shares decline in tough economic times

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By: TOM BRANNA

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Pinched by a slowing economy and rising fuel costs, U.S. consumers made the switch to private label products last quarter, according to a recent Bloomberg report. While Procter & Gamble and Colgate-Palmolive  led U.S. consumer companies in raising prices to counter higher costs, taking the risk that customers would switch to generic brands if they raised them too much. But last quarter, the risk didn’t pay off, as generic brands attracted Americans beset by higher food and fuel cos...

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