Store brands like Kirkland are winning the war for consumer wallets, squeezing out national brands

Store brand products are capturing an increasing share of retail sales across categories including razors, soda, and other goods. Private label products, such as Kirkland Signature sold at Costco, have grown their market presence as consumers choose them over nationally branded alternatives. Retailers have expanded their private label offerings in response to demand, with some major brands adjusting their strategies rather than competing directly in these categories.

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