Natural products magazine shares steps for launching private brands

“Where do you obtain raw materials and how do you assess them?” should be one of the first questions a retailer asks a potential private brand vendor or contract manufacturer, advised an article titled “6 Steps to Start a Private Label Brand” in the October issue of WholeFoods Magazine (not affiliated with Whole Foods Market).

Besides selection of a brand partner, the article covers how to determine the best categories in which to launch store brands, product customization and formulation, pricing, marketing and insurance.

“As a retailer, with the expertise and knowledge of shoppers’ buying habits, start studying what attracts shoppers to certain products,” stated the article in a section on product development and design. “Is it a specific color that is eye-catching? Does it feature a certain image?”

According to the article, retailers should prioritize the following attributes, among others, when deciding on products to include in their private brands: customer appeal, ease of use, freshness, packaging sustainability, and the ability to integrate the packaging with a mobile device.